Red Button Brew - Bottle activated by freeze

Creative Agency: IKON BC
Chief creative director: Eugene Kuprienko
Art directors: Steve Simpson, Egor Kevraletin
Copy Writer: Eugene Kuprienko
Designers: Eugene Kuprienko, Egor Kevraletin
Illustrator: Steve Simpson
Account manager: Nadia Karpenko
Visualization: Pavel Gubin
Project Type: Produced, Commercial Work
Client: Beerlove LLC
Location: Moscow, Russia
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing and thermochromatic printing

CHALLENGE:
Born in Moscow Red Button is an adventurous beer made for active people who don’t ideate their life without a continuous movement and adventures. They change everything around themselves. They push red button and change the world. We had to develop a packaging design that reflect an idea of pushing a red button, starting an adventure and new consumer experience with a packaging.

RESULT:
We created a packaging design with a red button “activated” by freezing - a simplicity in packaging design becomes a long story. Simplicity with visual interaction using technology of a thermochromatic printing.

Place the bottle in a cool place. Cool it up to the temperature of 8OC. Three different illustrations will appear on the bottle’s surface showing what can occur if the red button is activated. Perhaps you will become a dancer and red button gives you an opportunity to release your rhythm?! Or you become an astronaut conquering the boundless space?! May be bottle will teach you a brewing process and you become a great brewer?! You’ll never know.

Red Button. The beer all other beers ask to tell a story.