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25 June 2017
Evening Sedition

Design That’s Stark. Errr, Starck.

Philippe Starck's package design for Kronenbourg Beer

Philippe Starck's Package Design for Kronenbourg Beer

The designer Philippe Starck has created a very clever beer bottle for Kronenbourg:

For his new collaboration with Kronenbourg, Philippe Starck has designed this new bottle of french premium beer. His goal was to put elegance in drinking to the bottle. For this, he choosed the champain glass shape. The transparency of the glass was to show the beer, good and healthy product with nothing to hide. The other new idea was to add a cork to the bottle the way to keep it, if needed. This bottle is only available in a selection of hype bars, restaurants and hotels.

OBJECTS by, the online store of Philippe Starck

Philippe Starck's bottle for Kronenbourg Beer

Philippe Starck's bottle for Kronenbourg Beer

The package features a special ink, since image and presentation are more important, of course, than the underlying quality of the beer:

The can is decorated with a new ink developed by Crown specifically for the project. The silver ink creates a 'pearl-like' quality when rotated under light. The resulting effect adds a luxury appeal to the already successful brand. "We adopted a promotional can with a crisp, modern look to reflect the high-quality of beer inside the package. The elegant visual appeal of our new can effectively reinforces the premium brand image of Kronenbourg 1664," explained the marketing manager at Brasseries Kronenbourg.

"Promo Lager Can's Pearl-Like Ink" in Packtalk

While Starck created a simple, clean package, he may have been picked for reasons other than pure design skills:

I venture that plenty of people are likely to buy his products purely for the Starck brand - itself a useful marketing tool.

"What can I do?" he protests. "I am concerned. But I hope that my tribe is a smart tribe. I want to be the last barometer of the product. If people buy just because of my name, I regret it."

Starck adds that he works for both extremes of the monetary spectrum, and that his work for "wealthy clients" allows him greater freedom to design for the masses.

But this formula hasn't always proved successful. Starck's affordable collection for US discount retailer Target was discontinued after a season.Target has been vague about its demise. Starck claims that design was "not in their DNA".

Nonetheless,the Starck brand is growing at a phenomenal pace. The designer claims that studies have shown that when the word `Starck' is slapped on a product, its sales rise by 45 per cent.

Interview with Philippe Starck

But if you want one for your collection, best act fast:

The promotional cans will be available in supermarkets throughout France until the end of the year. The group has not announced any plans to use the new can beyond that time.

Beverage Daily


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