Oedipus Mannenliefde - Graphic Packaging International Creative brewer Oedipus wanted a provocative, distinctive multipack design for its popular Mannenliefde beer, in keeping with its values that “beer is for everyone”.
The client’s specific vision was packaging with a naturalistic, rounded shape that resembles a pectoral with a piercing. However, the pack also had to be highly functional and robust, while still fulfilling the brand’s sustainability goals.
Oedipus Brewing partnered with Graphic Packaging to create a durable multipack that captured this unique brief while remaining true to the brand’s original vision. The result is an eye-catching multipack solution that has the durability to cope well with a rigorous bottling and packing line, as well as the rigidity to safely carry four glass bottles without tearing.
Made from recyclable cartonboard, the Mannenliefde multipack employs a unique structural design, with the carrying handle doubling as a piercing to playfully extend the Mannenliefde identity. The packaging is fitted with clips featuring locking crowns that are designed to cope with extreme use cases. Eliminating the need for plastic rings and shrink wrap, the pack is made from renewable plant-based fibre from forests that are sustainably managed, meaning it is aligned with the principles of the circular economy and can be easily recycled within existing infrastructure. Designed to combine a bold artistic statement with a high-performance packaging solution, the new pack delivers an eye-catching and convenient consumer experience. The pack is printed in a specific, fleshy shade of pink that synergises both with the label and the more suggestive overtones of the pack shape. The result of these design choices is a thought-provoking and conversation-starting multipack. All elements of the packaging, from its unique shape to the concept it communicates, combine creative and structural design excellence to realise a singular vision.
Graphic Packaging worked with co-packing partner Anders to develop a bespoke manual mounting technique that enables the customer to efficiently scale up production of the popular beer.