A Cola Dressed for the Italian Limelight
Molecola 90-60-90 is the first 100 percent cola of Italy, bottled in glass designed after the curves of 1950's movie divas. The design was created by Verallia (verallia.com), producer of glass bottles and jars for the food and beverage industry.
The goal was to adapt a creative idea to the characteristics of glass and its production processes, closely reproducing the shape and distinctive features of the product in glass. However, the real mission with the Molecola 90-60-90 project was to translate and apply a design concept to glass to create a new icon for Italy. This was done by emphasizing the elegance of the bottle, through its sinuous shape, modeled on the curves of Italian cinema’s 1950s divas. (The bottle is even named after the measurements of these post-war divas – Molecola 90-60-90). Tge bottle is also made of unique textured glass, developed to highlight the tailored architecture of the product. The bottle could almost be a female body draped in a made-to-measure dress.
In this way, creating an accurate bottle shape while adapting it for production was challenging. However, the passion, know-how and attitude of the Verallia team for finding new solutions that combined experimental approaches and different technologies made the difference, and the target was reached.
Luigi Rivaroli, process and development engineer at Verallia Italia remembers how “to begin with, we worked on the project in the standard way, adapting molds and the details from the graphic designer to production requirements. The biggest hurdle was to texture the glass. The solution we came up with required many hours of work, mock-ups, brainstorming, and tailored techniques which required all the skills of specialized mold creators. Despite the extreme complexity of what we created, this texture has become one of the most distinctive parts of the bottle.”
Laura Miotto, head of marketing and international clients at Verallia Italia stated that “we are proud to have been able to contribute to the bold and innovative Italian project that is Molecola. We have been innovating both technologically and in terms of design for many years, which paves the way to promote glass as the most beautiful, safe and sustainable packaging for food and beverages. We have fostered the creation of new professionals in the sector with initiatives like the Verallia Design Awards, an international competition dedicated to young aspiring designers who are called forward to showcase their talent by creating and designing new glass containers.”