Heineken introduces new can design with more emphasis on aluminum and less on brand's trademark green, enlarged iconic red star for a more masculine look; new design targets contemporary men living in cities

Jennifer Nguyen

LOS ANGELES , June 4, 2014 (Industry Intelligence Inc.) – Heineken NV's new beer can design features less of the brand’s trademark green and a stronger focus on the aluminum for a more masculine look, in the hopes of appealing to contemporary men living in cities, Design Week reported June 4.

The red star, Heineken’s original icon, has also been made larger and more visible to catch the attention of consumers. The white center of the Heineken’s green logo has been replaced as well to match the rest of the can.

The updated design, a first in five years, was developed by Dutch consultancy DBOD, and will appear on all sizes, according to Design Week.

“Bare aluminum looks fresh and thirst-quenching when you take the can out of the fridge,” said Mark van Iterson, Heineken’s manager of global design and concept.

The new ‘Star Can,’ which follows last year’s redesign of Heineken bottles, will be sold in 170 countries, rolling out before the crucial summer sales season in some markets. It is already available at travel retail outlets throughout Western Europe, according to Design Week.

“Design generally is crucial for most products as it creates appeal for consumers,” Van Iterson said. “When it comes to packaging, the design is also the most tangible point of contact between a brand and consumers--they can literally feel it.”

The primary source of this article is Design Week, London, England, on June 4, 2014. Click here to read the primary source's full version of the article.

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