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Heineken is one of the most popular beer brands in Brazil. That popularity, however, does not translate to their aspirational target, Gen Z.

In order to become a leader on that space, R/GA and Heineken worked together to rebuild their existing loyalty app from scratch, focusing on exclusive experiences on the already existing universe of Heineken's sponsored events.

This two-year partnership resulted in a platform that gave not only exclusive access to it's users, but also served as a multi-purpose platform for Heineken's marketing efforts.

  • Brand Vision & Strategy

  • Brand & Verbal Design

  • Product Vision & Strategy

  • Product Design

  • Design System

  • Product Build and Development

  • Launch & Growth Strategy


Total Users


App Store Rating


Monthly Downloads


Design Components


App Build & Releases

Brand Positioning
Brand Architecture
Verbal Identity System
Visual Identity System
Photography Art Direction
Brand System Guidelines
Packaging System
Product Strategy
Product Design
Product Tone & Voice
Design System
Product Development
Product Maintance
    Related Work
    • Overview
    • Success
    • Brand
    • Product