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Heineken Design Competition
Project type
Posters, Coasters, and Bottle Designs
Location
Jan - Mar 2023
The 2023 D&AD New Bloods competition was one of the first design competitions I had entered. The best part was that the project was also for a class so it wouldn't take away time from other assignments. The D&AD New Bloods provided students who were still in studies with prompts given by actual companies for actual problems. The one I decided on was a challenge from Heineken to appeal to millennials and the older side of Gen Z. The prompt called for fresher thinking to push past boundaries and borders for a fresher world.
When thinking of a way to approach this concept, the idea that stood out to me the most was the idea of getting these generations away from the cities and the technology to build a greater appreciation for the natural world around them. This idea of focusing on nature was what sparked the push for disconnecting from society and reconnecting with nature.
The deliverable ideas for this project focused and 3 separate ways of promoting the concept. Posters, Coasters, and Bottles. The 2 primary poster ideas created for the proposal were combinations of photos taken at state parks throughout north-eastern Iowa and ones taken inside of a local bar. These posters used unique transitions to display the shift from society to nature. The poster represented a the freshness of the drink by having a bottle pouring into a glass that acted as a window to a waterfall, where the second used a dark to warm setting of a bottle at the bar transitioning to a bottle shaped river.
The second set of deliverables was a set of coaster that could be sent out to bars across the country. These coasters depicted photos from state parks with Heineken bottle photoshopped into the scenes to avoid any possible pollution. The reverse side of these coasters contained slogans, qr codes, and the Heineken logo in altering color combinations. This qr code idea would have led to a website or app that would help curious individuals find nearby state and national parks to explore, along with trail maps and photos and reviews submitted by other visitors.
The final designed element was an array of bottles that incorporated the Heineken logo inside vectors of a variety of leaves. These bottles would then include information on what type of leaf was displayed, alongside facts and geographical information about the tree it was from.
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