SiebertHead creates design for wheat beer brand

International design consultancy SiebertHead has created the design for a new Alpine wheat beer named Edelweiss Snowfresh - a new brand proposition for Heineken CEE.

The beer will be initially launched in Czech Republic and Croatia and is due to be rolled out across the rest of the globe during the course of 2007/8.

Edelweiss Snowfresh will become part of the International Heineken brand portfolio and is targeted at young urban adult consumers around the globe both inside and outside of the beer segment of alcoholic beverages.

Edelweiss Snowfresh is a premium wheat beer brewed in the Alps with pure alpine water and added alpine herbs.

It is refreshing and easy to drink and is based on a strong international brand concept that is credible, differentiating and appealing.

The brand has a premium speciality positioning and is all about the 'alternative alpine experience'.

The packaging design centres strongly on quality cues and the alpine origin of the beer.

It features an iconic Edelweiss flower in a dark blue metallic square, with silver and white colourways on the labelling which takes the form of a premium cigar band execution and a neck label acting as a quality seal.

Both labels deviate radically from the old 'race track' labels that have typified the premium beer sector for so long.

In addition, the bottle features a rugged alpine bas relief with the Edelweiss motif also debossed in the 'punt' at the bottom of the bottle, again acting as a seal of quality.

Both give a real ownable and tactile property to the brand.

Tim Corvin of SiebertHead commented: "This is a very significant project for Heineken CEE and will in effect create a new category in the global beer market; this product is truly capable of crossing borders and will appear globally over the course of 2007 and 2008.

"SiebertHead has created a unique graphic and physical vocabulary for the brand which emphasises the unique Alpine provenance and premium speciality positioning and gives Edelweiss Snowfresh the credibility and authenticity to compete on a world stage".

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