From Concept to Can
Heineken® has launched a
new global packaging design
for its cans. Echoing the recent
redesign of the brand's iconic
bottle, the Star Can is a modern,
progressive design that conveys
'sophisticated simplicity', ensures
global consistency and creates
standout on the shelf
Aluminium
T
hroughout 2014, new Star
Can packaging will be
launched on cans of all sizes
in all Heineken® markets around the world.
Following in the footsteps of the 2013
global rollout of Fleineken®'s iconic Star
Bottle, as well as the recent introduction
of its redesigned Icon multi-pack, these
updates ensure that everywhere they go
consumers will be greeted by the same
Fleineken® designs.
"Fleineken® packaging design is based
on key principles. It must be progressive,
iconic and clearly recognisable on the
retailers' shelf," says Mark van Iterson,
Manager Fleineken® Global Design
Concept. "These elements are all present
in the new Star Can design - we call it
'sophisticated simplicity.'"
The design process for the Star Can
began in early 2012. "The Fleineken®
design team, in collaboration with our
packaging design agency DBOD, explored
many routes and iterations, and we really
focused on detail," explains Mark.
The new design includes two immediately
obvious features - the prominence of silver
aluminium and the bold red Fleineken®
star - along with other, more subtle
design touches. "In many markets where
cans are popular, they are often sold
individually rather than in multi-packs
with a carton wrapped around them. It's
important, then, that the can design has
high on-shelf impact."
Once the designs were almost complete,
"The visibility of the
aluminium material
creates a fresh look and
an open character. By
showing off the packaging
material, we underline
that we have nothing to
hide. Bare aluminium also
looks extremely fresh and
thirst-quenching when
you take the can out of the
fridge."
16 World of HEINEKEN Edition 1 201A
