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Bound Rope Branding

Mercator Beer Packaging Makes Use of Maritime Merchandizing

— October 12, 2012 — Marketing
The ever-popular nautical theme is exercised coherently and captivatingly in Mercator Beer packaging. The vessels hold a premium Belgian India pale ale and the product gets its name from a historic 1936 ship that's located in Oostende.

There's a tendency to go overboard when working with such distinctive visual imagery, but Norwegian designer Vibeke Illevold kept things looking clean. She wrapped a shiny nylon cord around the entire neck of each bottle to reference the many ropes that can be found on sailboats.

Apart from this unconventional beer bottle accessory, a simple a crest was etched onto the front of each vessel, encouraging consumers to collect them all. Mercator Beer packaging features an iron anchor, a spoked steering wheel, a lifesaver ring and an iconic navigation star. Stamped brown paper caps display the same symbols.
Trend Themes
1. Nautical Branding - Companies can leverage nautical motifs and symbols to create visually distinctive branding for their products.
2. Accessorized Packaging - Packaging designers can add uncommon and eye-catching accessories to products to make them stand out in competitive markets.
3. Collection Incentives - Brands can encourage customers to collect multiple products by creating an incentive, like a unique design element on each item in the collection.
Industry Implications
1. Craft Beer - Craft beer brands can create visually striking packaging by incorporating unconventional design elements and leveraging popular themes.
2. Luxury Spirits - Luxury spirits brands can create limited edition packaging featuring unique design elements to drive sales and foster brand loyalty among collectors.
3. Maritime Retail - Maritime retail brands can incorporate nautical themes into their product designs to make them more appealing to customers who are interested in boating and other water-based activities.
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