If you ever have the urge to carry beer around like some kind of blood smuggler, look no further than the Leuven. Created by Korean designer Wonchan Lee, it’s a minimalist, eco-friendly alternative to traditional cardboard or plastic ringed six packs, that allows you to carry four vacuum-sealed PET bags of beer in a way that probably seems way more futuristic than it actually is.
More a frame than a briefcase, the Leuven concept was developed to create a contrasting aesthetic between the clear pouches and black container, and explore new possibilities for beverage package design. In other words, just ’cause it looks cool.
“Differentiation is probably the most important factor in packaging these days as packaging is often the only way to appeal and compete with other products on the shelf,” Lee wrote in his product description, “it has to stand out among others.”
Still, it’s hip, it’s minimalist, it’s green, and if it ever comes to market, it’ll probably also be wildly overpriced. Why wouldn’t we be in?