Location: New Zealand
Project Type: Produced
Product Launch Location: New Zealand
Packaging Contents: Alcohol, Beer, Cider
Packaging Substrate / Materials: Glass bottle, Cardboard
What do you do when more and more beer brands are resorting to generic aluminum can packaging?
You design an innovative glass bottle that focuses on packaging life extension and a new structure that stands out from its competitors in any environment. The distinctive 1.0 ltr Keeper bottle is designed to be reusable, and comes with a simple set of instructions; Drink, Keep, Re-Use, Repeat!
Hallertau is a leading independent Brewery and pioneer of the New Zealand craft beer industry. Paying homage to the brand’s link to Bavaria, German design principles guided our approach. Careful consideration was given to this large bottle to be ergonomic, fit on Supermarket shelves and minimize disruption to the Brewery bottling line.
The geometric profile reflects the beer’s bold flavors – whilst a large 360-degree shoulder embossing allows the structural packaging to be identified without the need for a label. Embossed around the base is ‘please refill when empty’, a play on words borrowed from an antique Grey & Menzies ceramic flagon, encouraging customers to refill with more beer or anything else that tickles one’s fancy.
An extension to this family is a custom 400 mL glassware design that complements the new bottle, enhances the aroma of the beer, and provides a better drinking experience. We also designed a custom Gift Pack to provide a take-away Hallertau experience that can be enjoyed and shared at home. With The Keeper weighing in at just over 1.7 kilos (when filled) and standing at 275.0 mm we engineered a super-strong common outer carton that matches the tapered profile of the bottle and glassware. Inside, are removable modules that can hold current and future ‘gifting’ configurations.