Heineken celebrated the renewal of its sponsorship of the 2015 UEFA Champions League with brand new packaging and visual identity system designed by Bulletproof. A global project combining two iconic brands which runs across primary, secondary packaging and a visual identity system to flex across all touch points.

The brief for Bulletproof was to create a design that would elevate the match viewing experience and place Heineken at the very heart of the UCL viewing ritual. The new visual identity also needed to reflect the core theme from Heineken®’s promotional strategy and accompanying television commercial, ‘Champion the Match’, where the central figure creates the perfect match-viewing scenario for him and his shipmates.