Guinness’ ‘Red Tongued Dog’ gets a packaging redesign
The Guinness brand name, was originally known as ‘Ang Ji Gao’ (红舌狗), which means ‘Red Tongued Dog’ in English, when it was first launched because locals couldn’t pronounce the name.
Finite Element Modeling
This later became the emblem for the brand’s first package.
Venus Teoh, head of marketing, Asia Pacific Breweries Singapore, told BeverageDaily, it hired Singapore-based illustrator Ben Qwek to create the eye-catching graphics set against Guinness' signature black background.
The 330ml beverage can features designs of local coffee shops and Sir Stamford Raffles, a British statesman who founded Singapore.
Teoh said the company was pleased with the limited edition design to celebrate the national identity of Singapore and pay tribute to the many things that define its local culture, including Guinness’ ‘Red Tongue Dog’.
As part of the launch, Guinness released three cans printed with the letters “D-O-G” on the underside of the tab; consumers that bought these cans won prizes of $7,000 to spend on home furnishings.
Lightweighting of metal packaging designs
Crown Holdings recently hired Dr. William Harrison, who has over 10 years of experience in computational engineering and materials science, to advance its capability in design and lightweighting of metal packaging designs.
As part of its strategy to drive innovation and sustainability in its products, Dr. Harrison will become a Crown Lecturer in Finite Element Modeling (FEM) at the College of Engineering, at Swansea University, UK.
FEM modeling is a computerized method for predicting how a product will behave in the real world in a virtual environment to predict the behavior of thin sheet metal at high speeds during the forming process.
Crown claims the partnership will allow even greater reductions in the amount of material used in its packaging, improving sustainability, as well as speed to market by decreasing the evaluation and testing of products in the physical world.
“This is an exciting opportunity for us to further develop what Crown Technology is already doing in this area and to deepen our relationship with Swansea University while exploring new ideas and perhaps the next generation of FEM,” said Dr. Cormac Neeson, director, External Affairs, Crown Technology.
Dr. Harrison, completed a PhD in FEM of metal alloys for Aero-engine applications in 2007 and has since published over 10 international peer-reviewed journal papers, working with companies including Rolls Royce Aircraft Engines.
