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The challenge
The new Iconic Draught Column (IDC) had to exude the progressive, innovative character of Heineken® with a premium look. The new tap column had to be a logical next step in Heineken®'s renewed visual identity,
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and at the same time create its impact in the bar and get people talking. From a technical standpoint, the tap needed to be easy to install on any variation of existing tap systems around the world.
THE SOLUTION
The solution is a series of IDCs for the different Heineken® propositions, each with its own purpose and characteristics. The design is sophisticated in its simple, elegantly curved form, capturing a range of technological innovations. The Heineken® branding is prominent, but not garish, and integrated into the shape of the column. The design of the handle reflects the simple, elegantly curved shape of the column and glass and features clear branding on two sides.
HOW IT WORKS
Technically and functionally, the new columns are state of the art: designed with Heineken® Cool Flow Technology (HCFT) in mind to achieve the best pouring quality. HCFT is a new technology that keeps the beer at the right temperature all the way to the nozzle of the tap and not just in the body of the column, as most columns do. This enables lighting and "icing" technology, such as a temperature indicator for Heineken® Extra Cold. In addition, there are visible frozen elements to enhance the low temperature and freshness of Extra Cold.