Client: Brand Bierbrouwerij (Heineken)
Project: Brand’s Homebrew Competition – Identity & Packaging Design
Sector: Beverages, Craft Beer, FMCG
Developed the visual identity and packaging for the first Dutch lager brewing competition, in collaboration with VBAT. The design was so well received it was the base for Brand’s current bottle redesign.
Challenge
Brand Bierbrouwerij sought to reignite its brand presence in the competitive Dutch beer market. The objective was to create renewed relevance among younger, quality-focused drinkers while honoring its brewing legacy. The Brand Homebrew Competition was conceived as both a celebration of craftsmanship and a strategic brand activation — aimed at increasing awareness, consumer engagement, and ultimately, sales.
Approach
In collaboration with VBAT Design, a full visual identity and packaging design system was developed for the competition. The creative direction drew inspiration from Brand’s rich heritage while introducing elements of craft, community, and celebration. The result was a design that felt both rooted in tradition and refreshingly contemporary, crafted to stand out on shelves and connect emotionally with beer enthusiasts.
Outcome
The launch was a nationwide success. The design was so well received that it not only helped boost engagement with the competition, but also served as the creative foundation for Brand’s broader packaging redesign. What started as a one-off event identity became a long-term evolution of the brand’s visual language.