When sparkling beverage Fluo undertook a change of scenery (the brand was moving into the soft drinks section at retail), the challenge was to convey the beverage’s unique taste and flavor and the sheer novelty of the recipe, while still respecting the codes of the soft drink market. Design firm Dragon Rouge (www.dragonrouge.com) developed a new graphic concept that showcases the distinct combination of flavors—orange/litchi, citrus fruit/lemon, cherry/ginger and lime/kiwi. Though certain elements such as the bottle shape remained the same, the Fluo identity was optimized to create a more unexpected, dynamic brand that was in line with its new home at retail.
No (Boring) Soup For You!
German soup brand Stockmeyer selected a fluted can from Crown Food Europe (www.crowncork.com) to introduce its line of premium soups to the U.K. market. The 400g decorated can’s size creates a retro look, providing contrast with the typical metal soup containers on the shelf today. “We wanted a package that would evoke the premium quality of these soups to help us capture market share,” says Klaus Weber, market manager, Buss Fertiggerichte GmbH, filler of the Stockmeyer soups for the U.K. market. The can’s flute-shaped panels offer a refreshing take on the traditional straight-walled soup can and also feature easy-open ends for added convenience. The cans are decorated using lithographic printing, and graphics are carefully designed to make the most of the fluted panels.
Making Waves In Bottled Water
The boldly designed VEEN mineral water bottle uses crystal clear extra flint glass from O-I (www.o-i.com) to make its case for fine water. Created by Finnish designer and architect Antti Eklund, the 660mL “Wave 66” bottle features a dramatic double curve, which not only gives the form its unique look and tactile feel, but also communicates the product’s purity. VEEN water originates from a natural spring in the Artic Circle. The cultural significance of the brand name VEEN has roots in the story of Veen Emonen, Mother of the Water, which has been told for thousands of years and through generations. The brandmark is engraved and runs vertically down the face of the bottle. Each of the five varieties (velvet, effervescent, light, classic and bold) is identified at the bottle’s base in a different bright, distinct color.
A Holiday Gift for Coffee Lovers
Kraft Foods celebrated the holiday season with the launch of its popular Carte Noire coffee brand in a custom metal container. Developed in conjunction with Crown Specialty Packaging (www.crowncork.com), the package was part of a holiday promotion in French and Ukrainian supermarkets. The 250g rectangular tin features gold- and silver-star graphics that play off of a matte- and glossy-black varnished background. Results from a recent Kraft Foods survey showed consumers were pouring coffee into unbranded metal containers to maintain freshness—this solution keeps the Carte Noire name top of mind for the life of the product.
Steeped in Authenticity
If there was ever an authentic company, Organic India fits the bill. Born out of a passion to bring hope and relief to the farmers of India, the brand’s challenge was to convey its story while still communicating its tea products’ unique benefits. Following research that showed the brand’s core consumer was looking for legitimacy and authenticity rather than just an experience, pure design (www.puredesignco.com) developed a design system that reflects the brand’s “essence of truth”. Photography is specific—you can literally look into the eyes of the people who farm the brand’s Tulsi Tea. White is employed as the core brand color to stand for purity and truth.
Slim Cans Ideal For Any Occasion
Packaging quality wines in aluminum cans continues to gain in popularity, most recently with Syriaca Wine Company in the Spanish and international markets. The family-owned firm based in Barcelona provides consumers with a new-to-market, practical way to enjoy red or white wine in a 250mL slim-line can (equivalent to two glasses). The packaging concept aims to further the popularity of wine, a staple of the Mediterranean diet, by making it accessible to new consumers and for consumption in new locations.
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In this issue of Packaging Strategies we have the annual Packaging Outlook, covering flexible and rigid plastics, glass, metal cans, paperboard and corrugated, as well as packaging machinery & automation and packaging design. Also covered is the trend of less is more in beverage branding, how dispensers can make or break a brand experience, one conveying company that’s setting the bar in vertical farming, a dairy manufacturer that moved to plant-based products and more. Enjoy!