Industrial designer Petit Romain has created a square bottle for Heineken beer.

This bottle is a follow-up to rectangular beer bottle created by the company in early 1960s.

The present one, designed in the Heineken Cube concept, is claimed to deliver optimal storage for manufacture, transport and consumer use.

In early 2012, Heineken launched an online open innovation platform, where it invited ideas from consumers to 'green' up its products.

They had to submit their designs to be displayed in an online gallery on Heineken's Facebook page.