Refreshing packaging

Refreshing packaging

Refreshing Packaging Icelandic Water Bottles

Last time we looked at appetite appeal in food packs, but what’s the equivalent for drinks? Refreshment, of course, but what exactly does that look like? And how can you brand it, thus refreshing the parts (of the consumer mind) that Private Label cannot reach? Twist off the cap and pour yourself a long, cool…

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Glass half-full

Two strategies on display here, with Marks & Spencer deciding that beetroot and carrot might not quite cut it as symbols of refreshment, so we’ll have transparency. Looks healthy and fresh, job done. One shelf down we’ve got the story of ‘what this product looked like just before we liquidised it’. Pretty tasty and fresh…

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The Coke vs Pepsi challenge

Tropicana and Innocent Fruit Juice Bottles

Many years ago Pepsico’s Tropicana converted the gable-top milk carton into a juice container, instantly transferring freshness and health values to their brand. By now they’ve got the appearance of fresh-looking fruit down to a fine art. Perhaps a bit too fine for today’s authenticity-seeking consumer, but it’s still a class act. Meanwhile Coke entered…

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Clarity of purpose

Our old friend Shloer, redesigned by us in 2009, continues to lead the UK adult soft drinks market with double-digit growth in each of the past 3 years. Clever marketing and relevant innovations certainly help, but at the heart of the brand story lies this simple design, combining subtle symbols of sparkling refreshment with the…

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Ice with that?

Ice is quickly associated with being really thirsty, and here’s a brand that has traded on a story of ‘keeping it cool, so you get the best’ for many years. When it launched, Coolbest was uniquely packaged in this tall, slim carton that made ‘big brick’ tetrapaks look a bit passé, but now both the…

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You must be nuts

Come on, you’ve got to hand it to anyone that can persuade you that liquified hazelnuts could be even remotely refreshing. And on the ambient fixture too! Led by an excellently illustrated milk visual, this design gets extra refreshment power through its upward burst of energy. The logo says ‘plant power’, and this pack makes…

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Long sleeved tea-shirt

Dutch Tea Drinks

The shrink-sleeve transformed soft drinks packaging because it released bottle designers from the shackles of label areas which need to be straight. Any shape (almost) can be shrink-sleeved, thanks to a clever piece of programming that prevents image distortion. Designers can also choose between sleeving the entire bottle or leaving areas of transparency, and we…

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The fruit waterfall

Simple, clear, perfectly branded and mouthwatering. On a box! If only they took off the extremely rational panels and claims at the bottom I’d be adding pure and natural to the list of compliments.

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Cutting it

Strongbow pear cider bottles in carry cases on shelf

The fact that we lost this pitch makes it harder to say, but this design cleverly combines two metaphors of refreshment, in the form of liquid in motion and sharply sliced fruit. More abstract but still effective on the label where an ingredient shot can look trivial, this packaging hits the bullseye.

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Bold condensed

An innovation we created for Douwe Egberts a couple of years back, bringing together the kick of real coffee with the thirst-quenching refreshment of ice-cold milk. The brand and cup format take care of the first, though we added an extra shot of bean for good measure. To complete the story, a blazing white splash…

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