Hein the Heineken digital assistant

Hein is an AI-powered digital assistant for Heineken Horeca. It helps bars, restaurants and event operators manage everyday tasks such as orders, deliveries, rentals, planning and technical support through one central digital experience.

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My role was to define how Hein would come to life visually. I developed the art direction, visual identity, interface design and illustration style, including the Hein mascot that gives the assistant its own recognisable and human personality.

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The challenge was to translate a complex B2B service into an experience that felt simple, friendly and distinctly Heineken.

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The result is a cohesive, accessible visual experience across services and touchpoints, making Heineken Horeca feel simpler, smarter and more connected.