# Bound Rope Branding Mercator Beer Packaging Makes Use of Maritime Merchandizing By Amelia Roblin | Published 2012-10-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mercator-beer-packaging References: [packagingoftheworld](http://www.packagingoftheworld.com/2012/09/mercator-student-work.html) & [behance.net](http://www.behance.net/gallery/Mercator-beer/5219149) The ever-popular [nautical theme](https://www.trendhunter.com/trends/always-a-smooth-catch) is exercised coherently and captivatingly in Mercator Beer packaging. The vessels hold a [premium Belgian India pale ale](https://www.trendhunter.com/trends/heineken-studio-and-axel-chay) 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](https://www.trendhunter.com/trends/collectible-spirits-bottle). 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 Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 72% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Nautical Branding:** Companies can leverage nautical motifs and symbols to create visually distinctive branding for their products. - **Accessorized Packaging:** Packaging designers can add uncommon and eye-catching accessories to products to make them stand out in competitive markets. - **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. ### Sectors Adopting This - **Craft Beer:** Craft beer brands can create visually striking packaging by incorporating unconventional design elements and leveraging popular themes. - **Luxury Spirits:** Luxury spirits brands can create limited edition packaging featuring unique design elements to drive sales and foster brand loyalty among collectors. - **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. ## Related on Trend Hunter - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [River-Inspired Beer Identities](https://www.trendhunter.com/trends/mekong-river.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Italian Lager Packaging Updates](https://www.trendhunter.com/trends/peroni-nastro-azzuro.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Redesigned Bold Beer Brands](https://www.trendhunter.com/trends/peroni-smith-lumen.md) - [Refreshing Cherry Beer Labels](https://www.trendhunter.com/trends/tainted-love-beer.md) - [Eye-Catching Low-Calorie Beers](https://www.trendhunter.com/trends/lowrise.md)