Menton Flavored Water by Sidel Machinery Shanghai Co.,Ltd. |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Menton PRIMARY FUNCTION: Flavored Water INSPIRATION: As Menton uses imported European lemons, a bright and jaunty color palette is applied to create an association with the ideal sunny Mediterranean holiday. The unique metallic 'Tiffany blue' color helps render an exquisite brand image and unify the different flavors. We felt the precious lemon photos failed to communicate the product values, so we redesigned it with a random illustrated lemon pattern to render a lighthearted, funny, relaxing mood, convey Menton's healthy, natural attributes. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Menton is a healthy, light-flavored water with the same price as water. After enjoying 3 years of rapid sales, Menton now faces many followers crowding the market with homogeneous packages and prices. The strategy is to keep the current low price but premiumize and differentiate Menton by repositioning it as a higher value product. Most importantly, don't compromise Menton's health attribute in the new package design. OPERATION / FLOW / INTERACTION: Menton is a Ready to Drink product sold in the convenient store or market around the school in middle small cities. The target group is price sensitive teenagers aged 15 to 25. PROJECT DURATION AND LOCATION: The project started from September 2019 and finished in December 2019. The design is done in Italy and Shanghai, produced in Beijing. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Menton uses Sidel Predis Dry Aseptic line, no need to add any preservatives. The restyled straight bottle shape has a very light weight and very energy saving in the production process. SPECIFICATIONS / TECHNICAL PROPERTIES: light weight PET bottle design: only 17.85 grams for a 500 mL bottle TAGS: beverage, lemonade, Package Design, Graphic Design, Illustration, Lemon, flavored water, Menton RESEARCH ABSTRACT: Our target group is the price sensitive young people aged 15 to 25, mainly students and young white collars. Most of them are single children and have grown up together with the development of China’s advanced Internet culture. Compared with their parents, they have international tastes and higher aesthetic requirements. Considering their point of view, we decided to restyle the brand personality with funny, relaxed, young, active, fashionable and positive characteristics to emotionally resonate with them and speak for them. CHALLENGE: The first challenge we met was how to premiumize Menton and make it stand our from the competitors. We must then retain Menton's health attribute in the new high valued soft drink category, because many soft drinks give the impression of being high in sugar and unhealthy. Another challenge is how to build a stronger brand image and further improve the relationship between brand and consumers to increase the loyalty. ADDED DATE: 2020-02-27 06:59:29 TEAM MEMBERS (13) : Hua Xie , Andrea Rizzardi, Simone De Paolis, Raffaella De Rossi, Sabrina de Luca, Roberta Domini, Chengjie Ding, Shuo Qu, Xiaoyan Wang, Chang Liu, Xuegang Wang, Lianfei Zhang and Wei Wang IMAGE CREDITS: Image #1 : Simone de Polis, Raffaella de Rossi, Shuo Qu, Sabrina de Luca, Chengjie Ding, Roberta Domini PATENTS/COPYRIGHTS: Copyrights belong to Jinmailang Beverage Co.,Ltd, 2019 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Sidel Machinery (Shanghai) Co.,Ltd. PROFILE: Sidel is a leading provider of equipment and services solutions for packaging beverage, food, home and personal care products in PET, can, glass and other materials. With over 40,000 machines installed in more than 190 countries, we have nearly 170 years of proven experience, with a strong focus on the factory of tomorrow with advanced systems, line engineering and innovation. Our 5,500+ employees worldwide are passionate about providing solutions that fulfil customer needs and boost the performance of their lines, products and businesses. Sidel provides turnkey packaging solution from concept design to industrialization. |
| AWARD DETAILS | |
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Menton Flavored Water by Sidel MacHinery Shanghai Co., Ltd is Winner in Packaging Design Category, 2019 - 2020.· Press Members: Login or Register to request an exclusive interview with Sidel Machinery Shanghai Co.,Ltd.. · Click here to register inorder to view the profile and other works by Sidel Machinery Shanghai Co.,Ltd.. |
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