Argentinean’s favorite beer revolutionizes once again its category, launching this new aluminum bottle, which changes its graphic when exposed to ultraviolet light. This unique and surprising characteristic has been magnified thanks to an attractive and original design, regardless the light you see it under.
Adrian Pierini, Pierini Partners’ CEO and designer of this packaging which surprises consumers and collectors, said about the piece: “There are moments in the professional life when the ability to create is put to the test. This project generated the ideal situation in which imagination and resources could join and cause an interactive piece. The challenge was to transcend the graphic aspect and to generate a surprise element, a visual and tactile stimulation, a magic and fantastic piece. Undoubtedly, this bottle represents more than a launching; it is a symbol of leadership and innovation that only a brand like Quilmes could have.”
The graphic proposal consisted on covering, with a delicate texture of little silver mosaics, the body of the bottle. By this means, the coldness of the material was counteracted and, on the other side, its lightness was taken to the extreme. These little mosaics alter the chromatic palette in the central part of the pack creating, with the combination on different blues, the letter “Q”, synthesis of the beer logo.
Even though these visual resources have transformed a static and functional object into a beautiful piece of design, the true magnitude of the proposal is best seen in the dark.
Actually, although it seems paradoxical, the main attraction of the bottle is not noted at first sight. It is necessary to see it under ultraviolet light to discover the “spirits of fun and meetings” hidden on the surface of the bottle.
Pierini mentioned about the creative process: “The complexity was to create a bi-functional design. Both designs, the one seen at a normal light, and the one appreciated with the ultraviolet light, have to have certain synergy. The ink used for the light reaction imposed certain conditionings, being the most important that no other ink can touch it. This limitation was overcome successfully thanks to the “kaleidoscope” design which has internal lines. With these, we created the silhouettes”.
Imagination, technology and innovation. Those three words could synthesize the ingredients needed to achieve such a magnificent result as the obtained. Cervecería y Maltería Quilmes demonstrated once again, with these launching, that their desire to evolve is really strong. That is why consumers enjoy this beer, which is not only of high quality, but a synonym of trend as well.