An ice bag (clear plastic bag) was the motif, and from there whole new direction and concept from the previous were conducted.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Differentiation is probably the most important factor in packaging thesedays. It clearly is a new approach and concept for beer packaging: not breakable, costs less to produce, lighter to carry, therefore advantage in delivery and production.
From brainstorming to branding, choosing materials and finishing, the solution differentiates itself from other premium Belgian beer competitors in the market.
OPERATION / FLOW / INTERACTION:
Two panels with velcros are holding the beers securely when closed.
The carrying pack opens flat.
PROJECT DURATION AND LOCATION:
The project started in July 2012 in Melbourne and finished in October 2012.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
- PET bags to contain the beer and are securely vacuum-sealed.
- UV printed
- 20mm X-board for the carrying pack
SPECIFICATIONS / TECHNICAL PROPERTIES:
574 mm wide
300 mm high
40 mm thick excl. the beer
beer packaging, minimalist, high-end, belgian, premium
Initial research was mainly conducted through inspecting the market such as liquor stores and major supermarkets.
For visual research, design books, magazines and online references via Pinterest are the main source.
Strategy had to be made carefully to differentiate the design from other competitors in the market such as Duvel, Hoegaarden.
In order to differentiate the design from other packaging, complete new ways of thinking were required from scratch – material, typography, methods, etc.
TEAM MEMBERS (3) :
Designer: Wonchan Lee, Photography: Wonchan Lee and Creative Director: Wonchan Lee
Image #1: Photographer Wonchan Lee, 2012
Image #2: Photographer Wonchan Lee, 2012
Image #3: Photographer Wonchan Lee, 2012
Image #4: Photographer Wonchan Lee, 2012
Image #5: Photographer Wonchan Lee, 2012