Rexam designs new can for Heineken’s Feilong rice beer label

Wednesday, Apr 22, 2015

Global can maker Rexam, in collaboration with Heineken Russia, has designed a new can for Feilong’s new, traditionally-inspired rice beer.

Rexam has used a selection of ink combinations in the new design to incorporate Feilong's Chinese cultural influence.

Two different shades of white have been used to recreate a traditional Chinese silk pattern along with the flying dragon made in an array of colours that is the Feilong symbol.

Marketing Director for Heineken Russia 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. We were confident they would be able to translate the brand truths onto the can to create a stand out design and we are delighted with the outcome - we know our customers will love it."

The beverage uses a traditional rice beer recipe that has long been in use by Chinese brewmasters.

Rexam said that its premium can format has allowed the company to fuse tradition and modernity while capturing the brand's essence.

Marketing Programme Manager for Rexam Europe Marianne Freund said: "We were extremely excited to work with Feilong on this project. 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."

These cans that are being produced at Rexam's Argayash plant in Russia have been launched in February this year and will be available across Eastern Siberia and Far East regions of Russia.

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