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SB meets… Daniel Wąsikowski, Edwanex
Edwanex is a Polish glass manufacturer that focuses on the premium and luxury market. Its CEO explains how it handled the challenging project of creating the unique Belvedere 10 bottle and what is happening in the glass market.
You described your work with Belvedere as “a project almost impossible to complete”. Why?
Belvedere 10 was the most difficult project we have ever implemented. The shape of the bottle was a huge challenge. Glass is a very demanding material that’s difficult to control, especially when it comes to making edges. The surface of this bottle is made of 360 triangles, creating 1,540 edges. In addition, the bottle is unusually slim but maintains its functionality.
How much collaboration was required with Belvedere’s team?
The Belvedere team came to us with a ready-made vision. They’d spent two years looking for a producer. One company after another told them it was impossible. Fortunately, they started working with us, and thus began a demanding and at the same time incredibly satisfying adventure. Every element of the bottle – shape, edges, decorations – was the idea of the Belvedere team and the Stranger & Stranger agency. We turned this bold idea into action and realised the original vision almost completely, despite the limitations imposed by glass as a material. We would not have achieved such an effect without daily cooperation with the Belvedere team. Time pressure helped. We had to forget about the word ‘impossible’ and just act.
How do you balance creative vision with manufacturing feasibility when working with high-profile clients?
Take Belvedere 10: this bottle would not have been created without mutual understanding. We had to understand the client’s vision and how important the design elements were to them. The client, in turn, had to understand that glass has its limitations, which cannot be overcome.
Understanding the client’s vision is key. Sometimes the initial design is not the only reflection of their vision. When we know what and why the client wants to achieve, we can advise something more adequate – still achieving the vision, but in a different way. The more open the communication about the product and needs, the
better and more satisfying results for both parties.
We always try to realise the client’s idea to the maximum extent. We do everything in our power to meet expectations. At the same time, we keep in mind that the product must not only be beautiful, but also maintain its functionality. Moreover, the profitability of mass production must be taken into account. We discuss all these factors with the client so that they have a full understanding of the entire process.
Do you think brands are becoming more ambitious with their glass packaging designs?
Yes, brands are definitely becoming more ambitious, setting the bar higher and higher. Consumer awareness and demands are growing – creating the perfect liquid is no longer enough to achieve market success. Glass packaging is also a big part of brand communication. It reinforces the consumer’s feeling that they are dealing with an exceptional product. It must be consistent and match the quality of the alcohol.
How does sustainability factor into these projects?
Glass is a very ecological material. All raw materials used in the glass production process come from nature and are safe for the environment. Moreover, we are constantly working on our energy efficiency. By-products that arise during glass production (including defective products) are processed into glass cullet and reused, saving around 30% of raw materials and energy. Additionally, we obtain electricity from renewable sources, largely from our own photovoltaic panels.
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