Project Circle
Heineken

Project Circle is a sub-brand of Heineken. Whilst working at Edelman, I developed the identity for a new initiative within Heineken to improve waste management within the brewing process. I have focused on communicating sustainability through the new circular model where everything is up-cycled. These elements from the process inform the design: barley, malt, biogas and natural gas.

The chosen logo combines a leaf and gas element to create a balanced design in the shape of an infinity symbol representing the continuous cycle. Earthy Heineken greens are blended with yellow and red tones to differentiate the two areas whilst the gradient blends to highlight the connection in the process. The start and end of the gradients use the main two colours from the Heineken branding linking the symbol to the word-mark.