MACHAS

Spark your Celebrations: A Festive Packaging for Heineken

With our extensive experience consulting brands and agencies, we were approached by Ivan Loos, Creative Director of Publicis Singapore, who was looking to collaborate with an artist on a festive packaging design for Heineken.

The creative direction called for a merry and celebratory mood, as the pack was going to be sold throughout the holiday season. To make it unique to Singapore, we were also challenged to create a composition showing the city’s vibrant skyline in the background, while depicting the Heineken cans and bucket in the foreground.

With this set of creative requirements in mind, we put forward a selection of suitable artists. Thanks to a glossy signature style, ability to depict breathtaking cityscapes and realistic small-scale elements alike, London-based, Spanish illustrator Pablo Ladosa was deemed perfect for the brief.

Pablo created a vibrant illustration using the Heineken colour palette and conveying a celebratory mood to suit the end of the year’s festivities. Showing the famous Singapore skyline punctuated with colourful fireworks and lights, the artwork also represents in the foreground the brand’s foldable bucket with sleek Heineken Original 33cl cans, laying on a surface, and achieving an impeccable level of detail and accuracy.

The eye-catchy, sleek and glossy illustration is used across Heineken 24-can festive packs in Singapore, successfully sparking celebrations despite the unique nature of the 2020 festivities.