Revolutionizing Beer Packaging: The Leuven Design

Wonchan Lee's Innovative Approach to Belgian Beer Packaging

Leuven, a minimalist yet high-end beer packaging design, stands out for its unique approach. It deviates from the traditional glass bottles and instead, uses PET bags that are securely vacuum-sealed to contain the beer. This innovative packaging is not breakable, lighter to carry, and costs less to produce, offering advantages in both delivery and production. The carrying pack, made from 20mm X-board, opens flat, with two panels with velcros securely holding the beers.

The design process of Leuven started in July 2012 in Melbourne and was completed in October of the same year. The initial research was conducted through market inspection and visual references via design books, magazines, and online platforms like Pinterest. A careful strategy was devised to differentiate Leuven from other premium Belgian beer competitors in the market such as Duvel and Hoegaarden.

Creating a design that could stand out among competitors required a complete new way of thinking from scratch. Material, typography, and methods were all reconsidered. The result was a packaging design that is not only different but also has a clear advantage in terms of production and delivery. The design also features UV printing, adding to its premium feel.

Leuven's design has been recognized for its exceptional innovation and contribution to societal wellbeing, earning the Platinum A' Packaging Design Award in 2014. This prestigious award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, genius, and contribute to societal wellbeing. It is awarded to designs that advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and making the world a better place.

Wonchan Lee's Leuven is a testament to the power of innovative thinking in design. It is a clear example of how a simple idea, when executed with creativity and precision, can revolutionize an industry. The Leuven design has not only set a new standard for beer packaging but also demonstrated the potential for design to contribute to a more sustainable and efficient future.