The Linz design and packaging agency has worked with the Romanian premium beer brand ‘Ciuc’ (HEINEKEN Romania) and has also designed the packaging of the new ‘Ciuc Natur Radler’.
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The popular premium beer ‘Ciuc’ has been brewed since 1974 in the central Romanian city of Miercurea Ciuc, one of the coldest places in the country in the winter. The ‘Ciuc’ brand stands for typical Romanian beer pleasure with a refreshing taste, a note of hops and a strong gold-yellow beloved by Romanian consumers. HEINEKEN Romania and Pichler & Gattringer have had a successful partnership for many years; the custom beer bottle developed and designed for ‘Ciuc’ was also created by the Linz-based designer.
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The trend towards Radler (beer-based mixed drinks) can be seen throughout Europe; HEINEKEN Romania has recognised this and launched ‘Ciuc Natur Radler’ for the first time in spring 2012. 63% fruity lemon soda combined with 37% ‘Ciuc’ premium beer of the best quality - the result is a refreshing, alcohol-reduced and zesty mixture for hot summer days.
Freshness and fruitiness - the packaging design should communicate this, too. The designers at Pichler & Gattringer set about their task of designing the complete Radler packaging with this in mind: labels for the custom beer bottle with ‘Ciuc’ embossment as well as the design of a 0.5 litre can, an especially popular form of packaging in the summer for enjoying a Radler on-the-go. In order to give Romania's beer drinkers a sense of the refreshing taste of the new drink, new small cans have been designed to allow Radler to be enjoyed at events and tasting.
“The new Radler design communicates a fruity naturalness and a refreshing taste experience”, says Daniel Frixeder, managing director of Pichler & Gattringer, “an invitation for a modern Radler delight without losing sight of the special character of the popular premium beer ‘Ciuc’. We are very pleased that an international big player like HEINEKEN has the trust in our work to allow to design this trend product.”
“Freshness, fruit and summer is what we want to communicate to the people who enjoy ‘Ciuc’ Natur Radler’’, says Gabriela Galatanu, Group Brand Manager for ‘Ciuc’ at HEINEKEN Romania, “Pichler & Gattringer has been successful in optimally realising the packaging - an important contribution for the success of our ‘Ciuc’ Natur Radler’’.
image © Carioca