Heineken Cube

This interesting packaging concept comes from Petit Romain, a French industrial designer. Romain's idea to overcome the loss of space between the conventional bottles of beer, would optimize storage and space throughout the whole process, from manufacturer to consumer. It's simple form gives a strong visual stance, even if it does look a little like a perfume bottle. This reminds me of a bottle that I saw in the Heineken factory in Amsterdam, that they had developed to be in a rectangular form so that once empty, could be interlocked and used like bricks and mortar to create housing.

I don't know how practical this would be. It would be quite expensive to produce, it's not such an ergonomic shape, and it looks a little bit uncomfortable to drink out of, but I like how Romain is 'thinking inside the box'. If it ever went into production, let's just say I'd buy one to put on my packaging shelf. Found here.