UK beverage can manufacturer Rexam has partnered with Heineken Russia to produce a can for the latter’s rice beer brand Feilong.
The newly designed can uses various ink combinations specifically selected by Rexam to incorporate Feilong’s Chinese cultural influence.
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Rexam claims that it uses two shades of white to recreate a traditional Chinese silk pattern, while the Feilong symbol on the can is designed by an array of carefully matched colours.
Produced at Rexam’s Argayash plant in Russia, the cans are available across Eastern Siberia and Far East regions of Russia.
Rexam Europe marketing programme manager Marianne Freund said: "The design process was quite complex but we had a fantastic communication line between Feilong, our design team and the plant, ensuring the smooth delivery of the stunning can."
Heineken Russia marketing director Jonnie Cahill said: "Authenticity is integral to the Feilong brand and we chose Rexam for their design and manufacturing expertise to bring this to life.
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By GlobalData"We were confident they would be able to translate the brand truths onto the can to create a standout design."
Heineken uses a traditional rice beer recipe long used by Chinese brewmasters to create light and refined lager Feilong.
Image: Heineken’s rice beer brand Feilong. Photo: courtesy of Rexam.
