Heineken: beer pulls
Until recently, beer pulls were anonymous taps bearing nothing more than a simple label to show what brand they served. But then Heineken decided that it wanted distinctive pulls designed to communicate the identities of its various beer brands. To develop that concept, WeLL Design was the obvious partner.
We first used our design strategy process to translate the brand values in a design language, after which we created individual beer pulls for four specific beers: Heineken, Amstel, Brand and Wieckse Witte. Although each looks very different, all are based upon a uniform “jacket” which fits over a standard base unit. This allows the retailer to swap the pulls easily if they decide to change the brand of beer served from a particular pump.
This original product was nominated for a Dutch Design Award
Heineken: innovative draught beer system
Having calculated that the operating costs of professional equipment for serving draught beer could be considerably reduced, brewer Heineken asked WeLL Design to develop a cheap, easy-to-move and maintenance-free system. Taking up the challenge, we organised a so-called “pressure cooker” session. That resulted in an innovative concept which has now been fully patented by Heineken.
The barrels, smaller than standard, are kept in a refrigerated area directly under the beer pulls. The use of disposable pipes eliminates the need for their cleaning. The system is compact, mobile, low in price and can be set up almost anywhere.
WeLL Design looked after the project management, developed the concept in partnership with Houston R&D Consultancy and was responsible for a test model, the technical design and styling, the engineering, prototype construction, risk management and implementing production. The system is now being used successfully all over the world.
WeLL Designs activities regarding this project included:
