On 12 December 2015 in Paris, 195 countries reached the World’s first climate agreement within the United Nations Framework Convention on Climate Change (UNFCCC) to reduce greenhouse gases emissions. At present, consumers are expecting companies to operate responsibly to address social and environmental issues (59% of global consumers have favourable perceptions of products with ethical or environmental credentials (Canadean, 2016)). Stable long term climate policy is not yet implemented in most developed countries, due to political instability. This makes it hard for countries to take swift action against climate change. In the mean time, conscious consumers are expecting large corporations to take their responsibility and provide them with responsible choices. The HEINEKEN Company wants to act on this problem and made ‘Brewing a Better World’ one of its six business priorities. Packaging accounts for 39% of the total carbon footprint of the HEINEKEN Company and is responsible for the largest part of the company’s CO2 emissions. Therefore the Heineken brand, the flagship brand of the HEINEKEN Company, desires to reduce it’s carbon footprint and will do so by changing their well known icon: the green bottle and its package. The innovation of the iconic bottle is ongoing and secondary complementary packaging needs to be developed to support this sustainable bottle innovation. Even though the paradigm around sustainability is shifting, it is not always associated with ‘premium’ in the eyes of the consumer (only 21% of the global consumers think ethical credentials make food and drink products premium (Nielson, 2016)). However, that is contrary to the vision of Heineken: being the best sold beer in the premium segment worldwide. Therefore the challenge is to boost this paradigm shift. This will be done by focusing on selling Heineken off-premise, through offline retail channels (e.g. supermarkets), hand in hand with making the iconic Heineken beer more environmentally friendly and premium than ever. Therefore, this thesis aims to answer the following question: How to reduce the carbon footprint of Heineken’s secondary packaging in a cool and innovative way to increase both the sustainable and premium perception of Heineken globally? To give an answer to this question, it is important to understand the possible options to reduce the carbon footprint of the existing packaging and prioritize them on their environmental impact and feasibility. Their possible environmental impact is judged with the use of the Circular Economy Framework (EllenMacArthur Foundation) and the Waste Hierarchy Model (Ad Lansink, 1979). The feasibility of the possible solutions on a global scale is studied by visiting suppliers, Heineken’s production lines in Zoeterwoude and talking to employees of different departments. Leading insights for this prioritization are the facts that returnable bottles are eight times more environmentally friendly than recyclable bottles and that only 70% of all glass bottles are currently collected and recycled in the Netherlands (MilieuCentraal, 2016). Solutions must be flexible for future innovations and have the least environmental impact to fully close the loop. Therefore, the possible solutions are: 1. Redesigning existing glass bottle; 2. Redesigning existing carton pack; 3. Increasing the recycling rate; 4. Increasing the volume of returnables; 5. Replacing glass by bio-degradable materials. Next to the environmental impact of packaging concepts, the consumer perception on sustainability and premium plays a key role in the succes of the packaging innovation. By means of qualitative consumer research, insights in these perceptions were gathered. Observations pointed out painpoints in the existing packaging journey, that are used in the ideation phase. Reusable packaging is perceived as having the most impact by the target group, and uniqueness and convenience make packaging premium. Next to this, confidence about a consumer’s beer choice towards friends is an important factor in chosing beer in the supermarket. With the input of the possible solutions priorization, outcomes of the consumer research and trends & developments research, design roadmapping is used to create four future visions with complementary design challenges: Design brief 1: Reduce the packaging material used for one-way packaging and encourage the MOTW to seperate his glass waste to enable recycling of the bottle. Design brief 2A: Redesign the secondary packaging for returnable bottles to create a premium service. Design brief 2B: Enable local beer and packaging production with the use of bio-degradable materials. Design brief 3: Designing a healthy, sustainable and personalised beer consumption experience. The focus of the ideation was on the concept development for design brief 1 and idea directions are developed for the future design briefs and positioned in a roadmap for the Heineken Design team to get inspired. The developed solution consists of a bag made from old Heineken billboards and functions to store and easily dispose empty glass bottles and a mobile application offering the consumer discounts and prices based on the amount of disposed bottles. For the consumer the bag offers support by being more comfortable opposed to the bags and crates currently used for disposal, makes the consumer feel confident by its uniqueness and openly showing care about the environment. The app rewards the consumer afterwards. With this solution, Heineken shows commitment to reduce it’s footprint and the rewarding system is likely to increase sales. The environment benefits from this solution by stimulating the collection of empty glass bottles to increase the recycling rate of glass to 100% in the target markets.