CAN Makers, the trade body representing drinks can manufacturers in the UK, has confirmed two brands will receive the Can Makers Design Accolade in the first of this year’s awards.
This follows the launch of the Accolades programme in 2022 when five can designs were recognised for their standout shelf appeal.
In the first round of the 2023 Accolades, Equinox and Heineken Strongbow have been recognised for ‘exceptionally high’ design standards across a range of criteria.
Tim Conybeare, Can Makers Chairman, explained, “Strongbow’s dynamic re-design using opaque and transparent inks and matt varnish is particularly striking, and is maintained consistently across the five flavours. Equinox meanwhile showcases how the packaging substrate can be used to great effect with the reflective design and how brands can take advantage of the beverage can’s design potential to market a premium product.”
A spokesperson from Equinox said, “Crown is a long-term supplier of cans for Equinox Kombucha, so we were delighted to have been nominated and subsequently to be awarded an Accolade for our can packaging designs. Our can design reflects the light and dark of the Equinox and really captures the essence of our brand, which is all about achieving a healthy balance. A healthy drink that isn’t bland and tasteless but full of organic, natural goodness! Our design really resonates with our consumers, and we’re really pleased it resonated with the judges too.”
Heineken UK cider marketing director, Rachel Holms, commented, “It’s not every day that a cider so cult that people have it tattooed on their bodies entirely changes the way it looks. This is a huge milestone in 63 years of Strongbow, and the start of a new chapter for us. And it’s only just the beginning. Setting the pace for what’s to come, we’re excited to show people what else we have in store for our summer of cider.”
In this first round of the 2023 Design Accolades, 7Up was also commended for its ‘distinctive and brave’ approach to promotional branding.
The Can Makers Design Accolades were created to recognise excellence in design across all market segments with individual designs judged against set criteria including graphic design, shelf standout, product range coordination, technical innovation, and the quality of finish as well as the use of value-added inks.
Tim Conybeare added, “The global canned beverage market is continuing to grow as consumers recognise the increasingly wide variety of high-quality drinks available in cans and stakeholders throughout the value chain place greater importance on the sustainability credentials of packaging – the can is the most recycled beverage packaging format in the world.”
