Heineken and Ball Packaging Europe have collaborated on the development of an innovative new incarnation of the trademark keg can, embossed with grooved edges around its entire body and designed to renergise the brand’s on-shelf presence in an increasingly competitive market.
The distinctive new 33cl can enhances the consumer’s tactile experience and improves the handling stability. After testing various colour options, the packaging manufacturer opted to leave the bulk of the can’s surface unprinted and rely instead on the natural reflective qualities of the exposed metal to create a compelling a visual effect.
Heineken had acknowledge the need to inject fresh energy into its packaging, and briefed Ball on developing a solution that retained the can’s functional and portable qualities, and cool and progressive aesthetic, while still appealing to the brand’s young adult demographic.
Heineken global head of design Mark van Iterson said: “With the design of our new ‘groovy embossed can’, we are combining cutting-edge technology with a bold design statement to surprise and excite consumers in a category that’s sometimes seen as heritage driven. The fresh, iconic design expresses the progressive personality of the brand and gives increased impact and stopping power at the point-of-sale.”
Ball Packaging Europe manager of product commercial John Reed said: “One of the challenges the team faced in development was creating a new look within the parameters of the embossing and debossing technology without compromising Heineken’s distinctive and powerful design elements – aspects which are obviously key to on-shelf product recognition. We wanted to include a significant amount of debossed features in the design in order to give the can a unique look without compromising the structure integrity of the package.
“Special products like this are particularly beneficial in markets that rely heavily on packaging to directly communicate with consumers. Thanks to this joint team approach, we have given the Heineken® can a special look and tactile experience that will get people talking. That can only be good thing!”
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