Heineken has been one brand that has been on the forefront of innovation and design. They are not afraid to push the envelope and challenge the unexpected.

This pack, designed by Luis Luna is just concept, but I think it falls within their expectations of package design. Though it could become very heavy when filled with water and beer, I think the smooth lines and futuristic look can make it a conversation piece at any party. Whether at the feet of a DJ table or lying beside you at the beach, this aluminum cooler/case would be welcomed anywhere.

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Tags: beer, heineken, heineken brand, innovation design, lines futuristic, luis luna