Menton Flavored Water by Sidel Machinery Shanghai Co.,Ltd.

Bronze Packaging · 2020

Menton Flavored Water

by Sidel Machinery Shanghai Co.,Ltd.

Bronze A' Design Award 2020 in Packaging
CLIENT: Sidel Machinery (Shanghai) Co.,Ltd.
Estimated Number of Design Views: 11,014
Verification code D8EDDA60DE · Verify this award

View at A' Design Award Press Release

Colors

About Menton Flavored Water

Menton is a packaging design for a lightly flavored water made with imported lemons. The design uses a bright color palette that recalls a sunny Mediterranean holiday. A random illustrated lemon pattern creates a relaxed mood and supports the natural and healthy character of the drink. A metallic blue tone unifies the different flavors and gives the brand a refined image. The straight bottle is made of PET and weighs only 17.85 grams in the 500 milliliter size, which saves material and energy during production.

About the Bronze A' Design Award

Menton Flavored Water is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Menton Flavored Water is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Menton Flavored Water splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.

Press Kit

Unique Properties: 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.
Dimensions & Packaging: 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
Production 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.
Design 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.
Research: 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.
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.
Project Duration: The project started from September 2019 and finished in December 2019. The design is done in Italy and Shanghai, produced in Beijing.
Operation Flow: 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.
Patents: Copyrights belong to Jinmailang Beverage Co.,Ltd, 2019
Image Credits: Image #1 : Simone de Polis, Raffaella de Rossi, Shuo Qu, Sabrina de Luca, Chengjie Ding, Roberta Domini