Heineken, which has a global partnership with Formula 1, wanted to do something special for the return of the Grand Prix to the Zandvoort circuit in the Netherlands. The idea was to customize its bottles with a limited edition series of Formula 1 labels.

There are 22 labels in the collection, each one displays the country and their race track. Designed by VBAT and printed by Multi-Color Corporation in Helligenstadt, Germany. Due to the amount of different colors on the 22 variable flag designs, the label run provided a host of challenges. The labels incorporate CMYK colors, 2 x white and high brilliance silver for a premium look.

“We make Limited Editions for platforms like UCL, Rugby, Formula 1, Bond movies and festive labels so we get more excitement for our consumers in the Off and On Premise channels,” explains Ramses Dingenouts, senior packaging and identity design manager, Heineken International. “MCC is very cooperative and make the most complicated jobs simple. This project had impossibilities from a design point of view but MCC always make it happen.” 

The project also utilized ThermoWash for returnable glass. This filmic pressure sensitive labeling technology allows for the reuse of the glass bottles. The pressure sensitive, returnable labels were printed on MCC’s wash off material called ThermoWash. This way, the Heineken bottle can be rebranded for later use. Offering the same graphic and performance benefits of traditional, single use, pressure sensitive labels.

Benefits of ThermoWash include:

• Easily detach from bottles during the washing process
• Engineered especially for returnable glass
• Complementary to the traditional paper wash-off labels, requiring no changes to the majority of bottle washing machines
• Brand owners can enjoy all the aesthetic and design benefits of clear-film pressure sensitive labels
• Bottles can be rebranded for every use