Iconic Brand
Identity

For Heineken, we developed an Iconic Brand Identity programme to help brand teams identify, strengthen and consistently apply the distinctive assets that make their brands instantly recognisable. Using consumer understanding, competitive assessment and a practical Brand Identity Grid, teams learned to audit existing assets, assess their uniqueness and make clear choices about what to keep, refresh, add or remove. The result was a shared framework for building brand identities that are easier to recognise, richer in meaning and capable of being deployed creatively and consistently at scale.