At IN were were tasked to create an always-on program with permanent point-of-sale signage for Mexican restaurants that highlighted the company’s Mexican beer portfolio while adding a unique and authentic experience for the guests. From the beer, to the delicious cuisine, to the art on the walls, we wanted to immerse diners in a rich, cultural experience, so it felt like they just stepped right into a Mexican cantina. We created new drinking rituals for Heineken’s great-tasting beers and enlisted real Mexican street artists to design décor and signage that brought uniquely Mexican flavor to the environment.