Can maker Rexam has partnered with Heineken Russia on the development of “an elaborate can design” for the brewer’s new traditional rice beer.
The strikingly patterned can uses various ink combinations specifically selected by Rexam to incorporate Feilong’s Chinese-inspired design. “The use of two shades of white recreates a traditional Chinese silk pattern, whilst the impactful and iconic Feilong symbol – meaning flying dragon – is brought to life by an array of carefully matched colours,” the packaging manufacturer said.
The “premium can format enables the fusion of tradition and modernity and captures the essence of the brand,” Rexam added. It is being produced at Rexam’s plant in Argayash, Russia – 95 miles south of Yekaterinburg – and distributed across parts of eastern Siberia and the far eastern regions of Russia.
Rexam Europe marketing programme manager Marianne Freund said: “We were extremely excited to work with Feilong on this project. The design process was quite complex but we had a fantastic communication line between Feilong, our design team and the plant, ensuring the smooth delivery of the stunning can.”
Feilong is made using a traditional rice beer recipe that has long been used by Chinese brewmasters, producing “a light, refreshing and refined lager”.
Heineken Russia marketing director Jonnie Cahill added: “Authenticity is integral to the Feilong brand and we chose Rexam for their design and manufacturing expertise to bring this to life. We were confident they would be able to translate the brand truths onto the can to create a stand out design and we are delighted with the outcome – we know our customers will love it.”
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