The European beer brand Heineken announced a new bottle and logo design earlier this month that is designed to unify the beer label’s branding, making it more consistent and memorable to consumers.
Mark van Iterson, Manager Global Heineken Design & Concept, said “The bottle will reinforce the new packaging visual identity which has already been applied to the contemporary tactile can and embossed glasses that were introduced in selected markets earlier this year. As the market leader we pride ourselves on being progressive in design as well as taste.”
Previously, Heineken’s branding on beer bottles and cans was different. In addition to the specific packaging changes, the new packaging visual identity includes updates to key brand elements including an ellipse curve, derived from Heineken’s iconic racetrack logo — which not only looks good, but also adds a pleasing to-the-touch feel, whilst a distinctive embossed mark acts as a stamp of quality and authenticity.
Additionally, the new shape makes it look proud while enhancing the premium positioning of the bottle. Additionally, Heineken’s trademark refreshing green colour has been enriched and its iconic red star emblem, the world’s most recognizable beer symbol, has been raised above its logo. The new design is scheduled to hit stores at the beginning of 2011 in Western Europe and worldwide by 2012.
“Our consumer focuses on details. This is why Heineken has dedicated time and resources to this design update, making sure every single element was taken into consideration. We have looked at each and every packaging detail to ensure our sophisticated consumers feel a subtle but significant difference,” notes Mark van Iterson, Heineken’s global design and concept manager. “Consumer response has been excellent. They see the new design to be modern, appealing and innovative.”