Heineken Singapore

by Pablo Ladosa

Heineken released two new packagings with a new design to celebrate the New Year and Chinese New Year in January and February 2021.
I worked with Publicis Singapore to create the new work. The agency of representation was Machas agency.

“My idea since the beginning was to make a vibrant artwork. I approach my work like if it was a painting on a canvas so the viewer can see details when get closer. like trees, glowing lights and small windows with reflections. I wanted to make the artworks generous, rich in details and texture games, with careful composition. My worlds are teeming with details and I like to think that always overflowing beyond the frame. 

The project was hand drawn digitally using software of vector illustration. Each detail and light effects were created in the software.

I worked with Publicis Singapore with the Creative Director for Heineken, Ivan Loos. We wanted the work to be joyful and celebratory in one of the most complicated years we faced. New Year celebrations in Singapore are an unforgettable affair, as fireworks illuminate the city’s iconic skyline and festivities fill the bustling streets. And by the time of new year, skyline fireworks were cancelled for first time. But the nice thing is they were on the artwork that was in all the stores, so I think was nice and joyful.


Silver in Packaging Design 2021, Freelancer

Created by:


Pablo Ladosa

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Publicis Singapore, SG