SUNMAI Butterfly Handle: implementation of “less is more”



Design: HUEMON Design
Location: Taiwan
Project Type: Produced
Client: SUNMAI
Product Launch Location: Asia
Packaging Contents: Craft Beer
Packaging Substrate / Materials: 100% recyclable plastic

With the goal of changing the first impression of craft beer, SUNMAI Craft Brewery serves as one of the leading experts in the malt beer industry in Taiwan. The brewery was forward-thinking and believed that the packaging should be just as important as the product, hence requires a unique design.

Prior to working closely with HUEMON Design, the original packaging of Le Blé d’Or 1L size beer consisted of a costly insulation bag that completely covered the beautifully designed beer bottles and labels. Not only did this problem decrease brand exposure at retail locations like Costco, the packaging cost and materials used were also far from optimal.

What’s Unique?
After months of trial-and-error, the result was the creation of a carefully engineered “butterfly” carrier specifically created for the Le Blé d’Or 1L size beer. The carrier is made up of four 100% recyclable and deconstructable components for optimal shipping space and weight. The smart mechanical design provides a safe carrying experience with an added benefit of reducing packaging materials and cost by 75%. It also enables full exposure of the label design while supporting at least 4kg in weight.