After numerous creative and engaging projects that have made Heineken really stand out from other beer brands this year, the company finishes 2012 with a special celebration of its rich history. That’s right, Heineken officially turns 140 this week and it has prepared a number of special projects, the first one being Heineken Future Bottle Design Challenge 2013, a continuation of the successful project launched earlier this year. This competition invites fans of the brand and creative minds all over the world to remix Heineken’s bottle by getting inspired with treasured images of the brand’s past.This is the first time ever Heineken has made available its assets online, serving both as a impressive insight into brand’s vision over the course of years and as an inspiration of things to follow, as Mark van Iterson, Heineken’s Global Head of Design explains:
“While we’re constantly looking ahead, we never forget our DNA – seeking inventive ways to draw on our evolution to create something new for the future. This ethos has helped to make Heineken so iconic over the course of its 140 years and we think REMIX is a great theme to involve designers all over the world, giving them the freedom to delve into our past and create their own take on our future.”
The top 30 entries selected by a panel of experts will be showcased at Milan Design Week in April 2013 where the winner of challenge will be picked with the help of a public vote. The winner will be then welcomed into the Heineken family by having his work featured all around the world in a form of a special 2013/2014 Limited Edition bottle with a matching gift-pack remixed by Heineken’s digital designer Joshua Davis.
“Remixing interests me so much because nothing ever really finishes – there’s always some sort of mutation or hybrid in design. Remix for me means taking things that are established and changing them in a way so that they become something new and unexpected,” says Davis.
via Branding Magazine