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The new Heineken glass has been designed to chill quickly after it leaves the dishwasher |
NETHERLANDS. Dutch beer brand Heineken is launching a fresh, updated look for its packaging, designed to offer an improved drinking experience.
The designs feature elements that give a contemporary feel, as well as enhancing how the beer is served and drunk.
The new look, which includes cans and glasses and will appear on bottles at a later date, is being launched in travel retail globally from June 2010 onwards over the next year.
The can design supplied by Heineken Duty Free & Travel Retail features the application of Tactile Ink and a 360 degree curve on the outside, aiming to give a fluid and dynamic look.
A vertical logo has been introduced, while the prominent red star that sits above it symbolises Heineken’s heritage. The mix of Heineken’s green colour and aluminium is also designed to appear refreshing.
“The Tactile Ink gives the visual impression of condensation on the outside and provides a pleasant tactile experience, “˜a refreshed touch’,” said Heineken. The unusual texture means it can immediately be recognised as Heineken through the sense of touch. Heineken is said to be the first beer brand to use the ink.
The latest glass, with its white curve looping around the side, encourages barmen to hold it at an angle which always provides the perfect pour when filling from the tap, according to the brand.
The slender shape of the glass is designed to be pleasing to grip, while the thicker base gives the glass extra stability to reduce the risk of spillage.
Another design feature is the speed at which the glass cools down, chilling quickly after it leaves the dishwasher (source: Heineken K2 Glass Research Overview, carried out in the Netherlands by Synovate Censydiam, 23 June 2009).
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The new 33cl cans (front view pictured left) feature Tactile Ink and a 360 degree curve on the outside |
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