Integrated 2D and 3D premium redesign for Spanish
beer, San Miguel 1516.
Research showed that consumers were mistaking 1516
for a heavy, strong beer. It is, in fact, a genuine pilsner lager,
made from only four ingredients and brewed according to the
original German purity law laid down in 1516. Grupo Mahou asked us
to create 2D and 3D packaging to more accurately reflect the nature
of the product and carve a premium-level niche for it on the
crowded shelves of high-end bars and retail outlets.
Inspired by the product's integrity and purity, we
created an unwrapped, revealing bottle to dispel misconceptions by
letting the clean, light and refreshing contents take centre-stage.
The sleek shape and embossing lends drama as well as satisfying
in-hand feel for a beer worth lingering over and savouring. A red
seal and tasting notes on the neck label add yet more premium
detailing and authenticity and the integrated whole creates
interest, inviting the wealthier, sophisticated consumer to
investigate the story behind 1516. Our self-assured, distinguished
and ownable design elevates 1516's bar and table-top status,
allowing it to take its rightful place as the flagship of the San