lity of packs
13
laws banned the sale of beer in a bottle
with a green label? 'I'm convinced that
in that case we wouldn't introduce
Heineken beer in that country. The
Heineken label is green, and that's how
it has to stay', Mr. Oostrum categorically
states.
On the factory floor
If a decision is taken to introduce
Heineken beer in a certain country, that
means that Corporate Brands Design
has to search locally for suitable print
ing works which can meet Heineken's
quality standards. When the labels are
printed for the first time, the Heineken
employee is always there watching
closely. Together with the man operat
ing the printing press he then works on
the label until it looks perfect.
And yet it occasionally happens that
Corporate Brands Design has to act like
a soccer referee and 'show the yellow
card' when annoying errors have been
made. Oostrum: 'Because of our wide
international experience, however, we
can often advise the printers on how to
avoid making similar errors in future.
You mustn't simply shout out that the
work has to be perfect. You must person
ally be there to ensure it is!'
Simple
"lb the layman the Heineken label
seems so simple to produce. But it's that
very simplicity which means that every
thing about the label has to be perfect,
for simplicity is next to poverty. That is
one of the reasons why we are as keen
as mustard when it comes to safeguard
ing the quality of our packs and our
brand images.'
[g/i<:in' t'.l/ylllfl
ur.oz.
amstec
The Corporate Brands Design department. Centre: Mr. Cees Oostrum.
the world of heineken