REDESIGNING HEINEKEN'S ICONIC BEER BOTTLE by DBOD Amsterdam, NPK | DESIGN for Heineken

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REDESIGNING HEINEKEN'S ICONIC BEER BOTTLE

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency DBOD Amsterdam
Creative Director Ramses Dingenouts
Agency NPK | DESIGN
Released December 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: HEINEKEN INTERNATIONAL
Product/Service: BEER
Agency: DBOD
Agency: NPK | DESIGN
Date of First Appearance: Dec 1 2010
Entrant Company: DBOD, Amsterdam, THE NETHERLANDS
Creative Director: Ramses Dingenouts (dBOD)
Senior Designer: Stephane Castets (dBOD)
Industrial Designer: Janwillem Bouwknegt (NPK Design)
Media placement: Bottle - 170 Markets Worldwide - 1 December 2010

Describe the brief from the client
Create the next generation of Heineken’s iconic beer bottle.

Describe the challenges and key objectives
The creative challenge lies in balancing authenticity with contemporariness to unveil the iconicity and power of the brand itself.

For the first time in it’s existence the whole face of the Heineken brand will get a new visual identity. This new visual identity will be a combined effort by Heineken, Heineken’s agencies and suppliers, and Heineken’s customers in order to reach a more than satisfactory design that is both effective and efficient in production and distribution.

Unclutter the heap of all existing design all over the world and create global consistency with a design that shows contemporariness and premiumness.

Describe how you arrived at the final design
We build our design on Heineken’s heritage of international allure and authenticity, combined with sexiness, appeal and finesse.

The new design features a curved embossment on the neck and back, adding touch and acting as a stamp of quality and authenticity at the same time. The new shape makes the bottle look proud and enhances the premium positioning of the bottle.

The new packaging visual identity includes updates to key brand elements, including an ellipse curve derived from Heineken’s iconic racetrack logo. We used these curves on the new ellipse glass and the new can thus creating a family. Heineken’s trademark refreshing green colour has been enriched and a new evolutionary step in the logo was made.

Give some indication of how successful the outcome was in the market
• The new Heineken bottle is welcomed by Heineken management and customers all over the world, in all 170 countries were Heineken is sold.
• In 2011 3.5 billion new bottles will find their way to the market.
• Varation in bottles is reduced from 15 (local markets not included) to five.
• Variation in glasses is reduced from 85 to 5.
• All standardisation lead to more efficiency in production and distribution.
• 3% reduction in glass means 14.000 tons of glass less a year.