This Moscow-Based Beer Company Dares You To Push The Red Button

Russian Beer Company Red Button has been using a single red dot as a way for the manufacturer to identify its products. So when it came time to redesign their bottles, Moscow-based agency Ikon BC used the concept of 'pushing the red button' to appeal to beer drinkers' 'all systems go' adventurous side. 

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"We created a packaging design with a red button 'activated' by freezing - a simplicity in packaging design becomes a long story. Simplicity with visual interaction using technology of a thermochromatic printing." 

"Place the bottle in a cool place. Cool it up to the temperature of 8OC. Three different illustrations will appear on the bottle’s surface showing what can occur if the red button is activated. Perhaps you will become a dancer and red button gives you an opportunity to release your rhythm?! Or you become an astronaut conquering the boundless space?! May be bottle will teach you a brewing process and you become a great brewer?! You’ll never know."


Chief creative director: Eugene Kuprienko
Art directors: Steve Simpson, Egor Kevraletin
Illustrator: Steve Simpson
Designers: Steve Simson, Egor Kevraletin, Eugene Kuprienko
Copywriter: Eugene Kuprienko
Visualization: Pavel Gubin
Animation: Eugene Kuprienko
Account manager: Nadia Karpenko
Client: Beerlove LLC