Category: Packaging
An article in Design week reveals that a milk container made from a type of pulp found in egg cartons has won the best packaging design category at the second Green Awards, held at the Guildhall, London EC2, last Friday.
The Green Awards were set up last year with the aim of rewarding businesses for communicating sustainability in a creative and original way.
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“Manifesting brand essence through packaging is powerful at retail,†declares Ron Pence, Pepsi Senior Marketing Manager for packaging innovation, in a Shelf Impact’s article. The Pepsi brand reflects youth and vitality, and those virtues shine through on its new 20-oz bottle for the U.S. market.
Working with 4sight, a structural packaging innovation firm, Pepsi created the new bottle as a cornerstone of its “Choreography†branding program.
The bottle design helps the brand remain relevant with teens and young adults by integrating the equity in the Pepsi logo and delivering greater visual impact in stores.
The new design extends the branding beyond the label by adding the Pepsi globe and name onto the bottle. Lines of the iconic Pepsi globe logo are expressed as horizontal waves, and waves above and below the label uncoil from top to bottom, giving the bottle more visual definition when exposed to light on store shelves.
“Wherever you look, there is branding in all directions,†says Stuart Leslie, 4sight President. “No matter which way the bottle faces, consumers will see two Pepsi globes embossed on top, above the label, and the Pepsi name prominently displayed in two areas at the bottom.â€
The PET bottles are sourced through multiple suppliers.
The new design balances creativity and function, Pence notes. Marketers at Pepsi get a bottle that reinforces the brand’s image and position in the soft drink industry. The bottle also succeeds from an operations perspective. It withstands carbonation pressure, design elements in filled bottles retain their shape and sharpness over time, and the bottles adhere to Pepsi’s existing manufacturing standards.
I’m going to create a packaging design “Hall of Fame“, and post my favorite examples. There will be rules set up – no entries prior to 1950 or so… I’ll get back to you on this. Don’t confuse ours with the Packaging Machinery Manufacturers Institute’s, or anyone else’s HOF. Maybe we’ll call it IDY Creative’s Packaging Design All-Stars or something.
I’d love to get everyone’s feedback and submissions.
Of course, if a packaging design Hall of Fame exists out there on the web, please tell me.
What do you think?
IDY recently completed its rebrand of the popular Blow Off, Stick It and Lube Job cleaners, adhesives and lubricants.
A.V.W., Inc., an aerosol product manufacturer and marketing company, realized it was the end of the road for its current line up.
They contracted IDY to redesign its entire line of products under one brand. Max Professional puts a professional face on industrial products that look the part and get the job done.
The rebrand was needed for a serious bid to get the products into The Home Depot, Ace Hardware and other large retailers. These heavy hitters didn’t take A.V.W.’s earlier efforts seriously, in one case literally laughing at the cartoon characters and risque brand names.
The marketing firm hopes the new brand will make it to shelves within the year. Stay tuned.
An article in this month’s Prepared Foods Magazine reveals that Americans are buying more health and weight-loss foods than ever. Of the 10 top-selling new foods or beverages in 2005, six are positioned for weight-loss, in one form or another. A study by Information Resources Inc. reveals that Kraft’s South Beach product line lead the pack.
Read more of the article here.
