PRODUCT DESIGN

Merwyn Wijaya (Pentawards) Concept 2012 Bronze

(Packaging Category) 

 

Packaging in the beverage industry plays a unique role due to the liquid nature of the product. It does not merely serve as a container, but also gives form to its content, consequently conveying the image and conceptualizing the qualities of the product.

 

Craid is a fictitious brand of Irish beer that is designed based on this essential role. Its name is derived from the word ‘cairdeas’, which means friendship in Irish. Through its bottle design, it strives to capture the spirit of social integration that beer consumption brings to people. It proposes a new ritual that takes inspiration from the act of breaking bread to share with others, celebrating the bond that they have.