Brief: Design unique beer containers with improved user grip, sealability and portability for 12 – 40 oz sizes. Containers should be made from glass or aluminium (possibly plastics) and must be suitable for mass production. The resulting design was the sole winner of an InnoCentive award selected from over 500 other entries.

Perhaps the strongest aspect of the proposal and most commended is the container shape. Although enhancing grip, as required, it is visually and tactilely stimulating. As the form is viewed from different angles its form appears to change from a familiar shape to a highly irregular one. Considering the social context in which beer is usually consumed it makes this container into a talking point and thus a very memorable product a well as distinct from all other beverages on the market.