Tui ventures into the vortex of bottle design

  • Design
  • May 23, 2011
  • Design Daily
Tui ventures into the vortex of bottle design

Can you make a beer taste better by changing the shape of a bottle? DB Breweries, the makers of Tui Blond Lager think so, announcing a few changes to the brand's traditional bottle design, including the addition of a "vortex internal neck emboss". 

The vortex technology was originally created in recognition of the fact that consumers are no longer pouring beer into a glass before drinking it. So how does it work? Supposedly, the small grooves in the neck of the bottle create a vortex motion as the beer is poured, a process Tui describes as “invigorating the beer”. In essence, the vortex process aggravates the beer and releases more of its taste.

Tui brand manager William Papesch is confident this point of difference will increase brand awareness.

“We have revitalised the brand’s appearance and our innovative new Vortex bottle will further evolve the Tui Blond Lager brand into a more relevant and contemporary offering,” he says.

While it may be the first bottle to carry such a design in the Southern Hemisphere, US brewing company MillerCoors first introduced the vortex bottle back in March last year for its Miller Lite beer. Not one to shy away from introducing gimmicks to up its sales, prior to introducing the vortex bottle MillerCoors introduced another interactive design for its Coors Light beer. In that instance, it produced a “cold activated” can whereby an image of mountains turned blue when the beer inside was “as cold as the Rockies”.

 

 

 

 

 

 

 

As for Tui, the redesign doesn’t stop at the vortex. The brand packaging has also been redesigned to feature a new 3D brand badge. The 3D rendering is intended to give the appearance that the Tui Blond Lager logo, wording and Tui bird are larger than they appear, something Tui confidently describes as “a category first in New Zealand”.

 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

news

Talent wars: should agencies be wary of Google, Facebook and Air New Zealand?

Following news that two high-profile creatives left adland for Google, we ask whether other agencies should be reinforcing the fortress to keep their talent safe ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit