Structural packaging

Innovative beverage concepts

Who we are

2012 9 clients

4 international award

20 years marketing experience

7 launched brands

2 successful exits

18 years design experience

1000 logos

11700 designs

Energy drinks

From idea to concept and possible implementation

International awarded designs

International awarded designs

Energy drinks design

• Red Bull - generic brand in terms of product, design and can shape.

• A rather small amount of innovation in materials and shaped used for energy drinks

• Most are based on powerful contrasting colours, on the typical Red Bull can shape and size aiming physical recovery

The starting point

• The naming should be simple, equivalent of „Wake up”. It should be suitable not only for physical recovery but also mental recovery

• In order to be easy memorable and inspire consumers naming should be based on a saying that is used in day to day life

• Our solution: Rise & Shine

The shape

• We do not want a classic Red Bull can shape, we want something different and ownable in terms of shape

• We would prefer to use different materials, preferably more eco friendly or highly recyclable

• Shine – the word inspire us to think of light • Rise - we need some dynamic effect

• So, the can should be in a shape of a bulb, a shape close to a can, made of glass

The concept

Production idea

• The bottle should be made of glass and should change

color • As you consume it white should turn into grey , to

have the feeling of charging with energy • The cap should be made of aluminium • For a mainstream product the concept should be

produced using PET (white, transparent or coloured) • The concept has multiple application - energy shots

with alcohol ( 60 ml size and fluorescent color for the PET), carbonated drinks or energy drink based on milk derivates (whey powder and fruit juice)

Other considerations

• The concept is quite rich and can be implemented in all kind of disruptive collective packaging, POSM and so on

• The communication of the brand can be based on the effect of the light – off and on situations

• The product should be launched in premium location such as clubs and bars in order the glowing in the dark effect to have impact and become a word of mouth of mouth product

Beer Turning consumer trends into product concept development

International awarded designs

International awarded designs

Beer design

• Beer packaging and design is becoming more and more complicated - conceptual design is taking over

• Beer packaging latest trends are more and more about unique bottle shapes, combined finishing, thermo sensitive ink, artworks with a kind of story telling in an original way with a moderate to low relevance for category consumers, etc

• We felt the need for a new concept, based on “less is more” principle, a concept that will communicate consumers the main values of the product and the brand

The challenge

• We consider 3 trends on beer market - PET and can packaging are increasing in consumption while OOH consumption is decreasing.

• We wanted to develop a product concept that is disruptive compared with actual trends in beer packaging design

• We wanted to transmit appetite appeal, tradition and joy of drinking beer

• It should speak by itself and have an high visual impact on the shelves

• Naming - popular and German origin

The concept

The concept

Production idea

• The can/container body should be made of PET as close as possible to glass and with a protective structure in order to maintain as long as possible beer taste

• AL body can not be an option due to reduced embossing - 0.25 mm.

• The can should be emboss in and/or out with a depth between 2 - 3 mm in order to be as a classic pint glass shape - to transmit tradition/joy of drinking beer

• The naming that appears on a label should be with thermo sensitive inks in order to announce consumer when the product is at the best temperature for drinking - red should turn green - due to the fact that the drink will get at a proper temperature in a longer time compared with aluminum can.

• If possible a complete cap remover would be a plus - will turn the package into a glass that can be reused, collect or else

Production idea

• The size should be as close to a German pint proportions it does not have to be a classic size AL beer can.

• Possibility of using different PET colors for limited editions or else

• The printing should be done always on straight surfaces most probably serigraphy or applying labels

• The foam idea should be a shrink sleeve label

Production idea

Pros

• Unique, simple and impact full idea

• Cost saving - materials and energy wise

• Eliminate logistic cost if production of can body is in house

• Increase efficiency of advertising investment

• Can be used for brands that have been build on values such as tradition, joy of drinking/friendship

• Freshness can be a plus if sustained by the product

• Transmits a quality product, courage

Cons

• Technology upgrade in order to sustain freshness as a product benefit

• More suitable for brands with a fast shelf rotation

• Requires a longer cooling time

• Lower shelf life compared with standard cans

谢谢