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    • Heineken Studio

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    A Bold Ambition to Innovate in a Changing World

    Heineken is the world’s most valuable beer brand – iconic, timeless, and loved. But in an ever‑changing world, even giants can struggle to keep pace with the “it” crowd. Built on global consistency, Heineken risked feeling static at a time when younger drinkers were chasing new tastes, formats, and rituals.

    The ambition was bold: reignite Heineken’s cool edge, refresh perceptions of lager, and embed the brand into the cultural spaces of tomorrow’s drinkers. With new ways to socialise constantly emerging, Heineken saw an untapped opportunity: reframing lager as a catalyst for the moments that matter most.

    Introducing Heineken Studio: the brand’s first‑ever sub‑brand and cultural innovation hub. More than a product, it’s Heineken’s creative playground – a space to showcase its progressive side, build cultural relevance, and amplify meaningful difference.

    To win with the next generation, Heineken needed more than a refresh. That meant creating not just a sub‑brand identity, but an evolving Heineken Studio platform to test, learn, and grow with consumers.

    Our role went beyond visual identity: we partnered on brand and innovation strategy for Heineken Studio, helping to identify which ideas felt right for the sub‑brand and which to leave behind. The result was a clear space for the Studio to own – rooted in experimentation and cultural relevance.

    We created a system designed to work In‑BETA – always evolving, never final. It embodies the tension between alpha and beta – a constant work‑in‑progress. This comes through in the interplay of keyline graphics and Roboto monotype, engineered precision set against analogue warmth. It’s a sub‑brand design built to flex, shift, and evolve with culture.

    Designing a Launchpad for Culture

    We brought Heineken Studio’s identity to life with a flexible visual system designed to fuel innovation and communication in equal measure. From the logo to the look and the language, we signaled a new era of experimentation for the world’s biggest beer brand.

    Like a gallery, the identity creates space for Heineken’s ever‑changing culture and characterful brews – each new style and flavour adding to the experience, while the Studio framework keeps it all connected.

    That principle plays out across every touchpoint: from varied glassware that reflects different ways to serve and enjoy lager, to real‑world merch and uniforms designed to give people choice, comfort, and creative expression – all while staying part of the Studio collective.

    The result: a Studio identity as fresh as its purpose – a launchpad for creativity, connection, and a new generation of beer drinkers.

    Unlocking a Future Built to Evolve

    While still early days, Heineken Studio marks a landmark shift in how consumers will experience the brand moving forward. It’s a new direction designed to channel culture, foster community, and reignite Heineken’s cool edge.

    “What excited us most about Heineken Studio was building a playground for creativity and innovation. It’s a space that can flex, evolve, and keep pace with culture and we’re proud to have helped lay its foundations.”
     – Matt Burns, Executive Creative Director and Co-Founder at Thirst

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