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Brief Published: 13 Dec 2012

Heineken’s Crowdsourced Packaging


Dutch lager brand Heineken is marking its 140th anniversary by issuing an open call to aspiring designers in order to revamp its packaging.

In an online competition that’s open to all, the Future Bottle Design Challenge invites fans to ‘re-mix’ their own packaging design using images from the brand’s past, with the chance of having their creation turned into a real limited-edition bottle.

Using a dedicated Facebook page yourfuturebottle.com, Heineken has uploaded hundreds of historic visuals – such as first bottle labels and early 20th century advertisements – to serve as inspiration. Visitors can then download a template and create their design incorporating the historic assets, submitting the finished idea by uploading it onto the site.

The top 30 crowd-sourced designs will be exhibited at the prestigious Milan Design Week in April 2013. A yet-to-be-confirmed judging panel will then select an overall winner, whose idea will go on to be manufactured as Heineken’s 2013/2014 limited-edition bottle.

It’s the second time that Heineken has offered the challenge – the 2011 winning entry was a collaborative effort between Australian graphic designer Lee Dunford and Mexican industrial design student Rodolfo Kusulas, who met online via Heineken’s Facebook page.

The project taps into many of the themes discussed in Stylus’ Industry Trends Consumer Creators and Power of Play.

See Commemorative Packaging for examples of how other brands have creatively incorporated anniversaries and special events into their packaging.