California Natural Products, a contract manufacturer of more than 150 certified organic and natural foods and beverages, has introduced its own brand, CalNaturale Svelte, an all-natural sustained energy protein drink. It marks the company’s first national consumer brand launch in its 30-year history. When it came to the design of the packaging, the brand had four principal goals:
· Create a distinctive look with a unique personality
· Highlight the product’s functional attributes while maintaining a clean, pure look
· Project flavor cues and differentiate the flavors, while retaining a strong “banner effect” on the shelf
· Succeed visually with graphics that “play well” in the dry grocery aisles of natural food stores, which are frequently poorly lit and cramped
The brand says the “sustained” messaging that supports its energy positioning is also reflected in its choice of packaging format: 15.9-ounce aseptic containers. “[The] cartons are made mostly from paper, a renewable resource, versus other bottles and containers made from non-renewable resources,” says Clark Driftmier, the company’s vice president of marketing and sales. The ambient storage of the aseptic products also “saves dramatically on energy costs” compared to other beverages requiring refrigeration, he says. In terms of recycling, 22 million U.S. households have access to curbside recycling for the multilayer cartons, according to their manufacturer.
CalNaturale Svelte products are available at natural food stores, grocers and drugstores in 25 states, ranging in price from $2.69 to $2.99.
LAUNCH DATE
May 2010
ASEPTIC CARTONS
Tetra Pak
PACKAGE DESIGN
Addis Creson
