Heineken Logo Takes Prominence in Iconic New Packaging

3 April, 2013
MEDIA RELEASE

Heineken Logo Takes Prominence in Iconic New Packaging

Heineken, New Zealand’s most popular premium beer brand, is launching a new look and iconic packaging design.

Heineken’s new, sleek and contemporary packaging will emphasise the brand’s status as an innovative and leading brand.

The new packaging design focuses on three iconic design elements. The colour, Heineken green, stands for honesty, freshness, purity and confidence. The red star, traditionally a medieval brewer’s symbol, now acts as a sign of quality and is placed boldly on the front of the pack. The Heineken wordmark has been carefully crafted to communicate and reinforce the strength of the brand.

New designs will roll-out across all consumer and trade shipper packs. The new consumer packaging will feature across the 6-pack bottle, 6-pack can, 12-pack bottle, 15-pack bottle and 24-pack (loose) bottle variants.

For the first time a bespoke trade shipper pack has been created for the 4x6pack (24-pack) to easily differentiate from the consumer facing 24-pack. The shipper packaging incorporates a simplified design layout with a two-tone colour pallet of green, set amongst a cardboard brown background.

Carla Rawson, Heineken Brand Manager, says “Evolving our iconic packaging to a more premium and contemporary look is perfectly timed to meet the changing demands of today’s consumers. The aim of our packaging update is to provide retailers and on-premise outlets with a sleek and eye-catching design to ensure Heineken truly stand out.”

The striking new packaging design highlights the trademark green and prominent star, and even though the brand label is only partially visible it’s still instantly identified, which reinforces Heineken as the most recognised beer brand around the world.

For more information on Heineken visit, www.heineken.co.nz or www.facebook.com/Heineken

-ENDS-

Note to editors:
• Heineken, New Zealand’s Most Popular Premium Beer Brand – source Colmar Brunton Speye Track end of December 2012

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