Heineken | Beerwulf
// Rebranding after merger
Brand merger
Home Draught x Craft Beer
Changed product-market fit
The Issue?
Heineken merged its two main E-commerce platforms:
The SUB - a platform for home draught enthusiasts, with a main focus on big lager style beer brands.
Beerwulf - a platform for craft beer geeks, with a main focus on broad craft portfolio with cans and bottles.
Craft beer lovers are not necessarily Heineken, Amstel, Desperados lovers and vice versa. We needed to protect the image we had with both audiences.
The Solution?
After doing an internal exercise on our brand prism, positioning, etc. Conducting interviews with current customers and fan groups on both sides, we reworked some of the brand tone, brand identity, brand book, and more.
The main outcome:
Focus more on the “we’re you’re go to beer store” part. Higher attention to ease, access, and freshness.
We relaunched with the Beerwulf name, yet adding the freshness part The SUB was known for.