Matt Heck

I’m a creative leader and hands-on maker working across teams, channels, and borders, shaping how brands show up in the world.
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Carlsberg—Vintage Label Series



72andSunny, AmsterdamGlobal Creative Director
Carlsberg invented the pH scale. No joke. Google it. I’ll wait… see?

Despite a rich history steeped in craftsmanship, many customers didn’t know Carlsberg’s story. We were given access to the archives and uncovered a range of fascinating details, which we brought to life through custom packaging. The result celebrated the brand’s heritage while reimagining some of its most iconic labels.

Fun fact: what started as a limited run to educate a few select markets quickly gained momentum and expanded to a much wider release.