Zege Belgian Beer Packaging Moves Up the Marketing Hierarchy
Amelia Roblin — December 13, 2012 — Marketing
References: behance.net & lovelypackage
Your pale ales and your pilsners are generally marketed as Everyman's drink but Zege Belgian Beer packaging could hardly present itself with less of a contrast to this common convention. Designer Aveline Gunawan has elevated the image of the bubbly wheat beverage to regal status with the reworking of its vessel.
Looking rather like a champagne bottle, this new brand identity references King Leopold’s Triumph. Every container is made in a smoldering opaque black with a cloth sash and a chunky wax seal. The value is in the elegant silhouette and the details of Zege Belgian Beer packaging. The fabric labels have been meticulously stitched with red thread and the bottle carrier has been designed to look like four thrones.
Looking rather like a champagne bottle, this new brand identity references King Leopold’s Triumph. Every container is made in a smoldering opaque black with a cloth sash and a chunky wax seal. The value is in the elegant silhouette and the details of Zege Belgian Beer packaging. The fabric labels have been meticulously stitched with red thread and the bottle carrier has been designed to look like four thrones.
Trend Themes
1. Elevated Packaging Design - Opportunities exist for brands to transform their packaging into high-end, luxurious designs to elevate their products' image.
2. Regal Branding - Brands can adopt regal and royal themes in their branding to create a sense of exclusivity and prestige for their products.
3. Attention to Detail - Brands can differentiate themselves by paying meticulous attention to detail in packaging design, such as using fine materials and intricate stitching.
Industry Implications
1. Alcohol and Beverage - The alcohol industry can explore innovative packaging designs to enhance the perceived value and luxury of their products.
2. Luxury Goods - Luxury brands across various industries can draw inspiration from the regal branding approach of Zege Belgian Beer to create an exclusive brand image.
3. Design and Packaging - The design and packaging industry can capitalize on the trend of elevated packaging design by offering creative solutions and premium materials.
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