The redesign strategy behind Heineken’s website was focused on sustaining its premium brand image. Based on innovation and modern concept, the key elements in creating this website were to adopt and accentuate refreshing color and metallic design elevating its brand value a level higher.

From website feature perspective, it created a channel of visitor participation through enabling fun menus such as the improved party calendar and blogging event functions along with beer giveaway promotions. Through the use of Open API, the website allowed visitors to conveniently find Heineken direct and retail stores.