Page 59 - AMEFT Journal 2021-2

ation with the ideal, sunny Mediterra- nean holiday was applied to the new design with the help of a bright and jaunty color pallet: the unique metal- lic 'Tiffany blue' color gives an exqui- site brand image and unifies the dif- ferent flavors, but the illustrated fruit pattern with its lighthearted, funny and relaxing mood conveys the heal- thy and natural attributes of the drink.
‘Premiumize’ Menton
The challenge for Sidel was how to premiumize Menton and retain its health attribute in the new high valu- ed soft drink category, because many soft drinks give the impression of con- taining high in sugar and unhealthi- ness. It is also crucial to build a stron- ger brand image and further improve the relationship between brand and
Besides the youthful colors, the production process of the re-styled bottle is more sustainable, reducing material and energy consumption due to its light weight.
consumers to increase the loyalty. “Following the overall packaging design trend in China, we decided to create something more contempora- ry for young people who are the main target audience for the drink, moving away from complex and technical de- sign structures. Therefore, we came up with a straight-wall lightweight PET bottle, which weighs only 17.85 grams for the 500 ml format and is unusu- al for premium packaging,” explains Steven Xie, Packaging Director from Sidel Greater China. The production process of the re-styled bottle is also more sustainable, reducing materi- al and energy consumption due to its light weight. The new bottle also achieved performance requirements
for transportation and storage. (Source: SIDEL)
(Source: SIDEL)
PROCESSING & PACKAGING
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AMEFT 2 2021 59