DRINKS PACKAGING DESIGN WORTH A TOAST
Whether you’re looking for soft drinks packaging to shout out alongside the sandwiches, or stunning bottle design to provide cut-through and quality in the adult beverages aisle, Reach has true pedigree. We’re familiar with – and passionate about – all areas of drinks packaging, and have delivered great successes for our clients through storytelling, ownable iconography and clever pack format customisation.
Be a storyteller
Why it matters?
In the world of drinks packaging, it can be hard to offer a true point of difference. In fact, it’s often down to the brand to persuade the consumer to buy their product over the cheaper own label equivalent. Success can lie in creating a story that relates to your product’s qualities and helps it stand out alongside the cheaper own-brand options. We’ll work with you to create that story, and make sure that it supports premium pricing over own label products – and stands apart from competitor brands.
Reach & Johnsons – bursting with fresh appeal
The Johnsons story didn’t focus on the usual suspects: heritage, people, or location. Their competitive advantage lay in the fact that they squeeze their oranges daily in the UK. We chose this focus because their key competitor Tropicana, who – contrary to popular belief! – squeeze their juice in Florida and ship it over frozen. The ‘squeezed daily’ story turned into an icon to cleverly connect the squeezing of the oranges with a hand-picked freshness. Our efforts rewarded our client Daniels with a long sought-after listing in Costa Coffee – purely as a result of the redesign.
Make your mark with ownable iconography
Why it matters?
The vast majority of drinks are sold in similar bottles (PET or glass) or tetra paks, which makes catching your consumers’ eyes a big challenge. A strong, single-minded and unique icon can help your consumer spot your product amongst its myriad competitors. And when that instant recognisability is backed by a compelling brand story, you’re on to a winning drinks packaging design.
Reach & Koji – evocative, instantly recognisable iconography
Koji’s startup owners had a big task on their hands to launch a new brand into an already vastly over-crowded market of soft drinks. A strong brand mark icon that represented their unique proposition of Japanese-inspired purity helped them gain instant on-shelf impact and recognition for their brand new range. When they came to sell the brand 3 years later, the instantly recognisable brand mark was an important driver for the sale. The new owners, Goodness Brands, have retained the Koji brand mark as an intrinsic part of the newly refreshed identity.
Consider pack format
Why it matters?
Given the the similarity of drinks containers and the ‘off the shelf’ formats that are available to all, using format to differentiate a drink can be challenging. However, Reach is always leading the field when it comes researching new trends and technologies in drinks packaging design. A great way to create stand-out is embellishment: embossing the bottle with your icon or logo; using a different print techniques like screen printing onto glass or shrink-sleeving; even special inks like neon and glitter.
Reach & Jim Beam – Ardmore’s eagle takes flight in glass
Jim Beam brands wanted to launch a new single malt whisky into an already crowded market. A unique story is essential for single malt but, but given the off-the-shelf format of the glass bottle and outer carton, embellished drinks packaging helped to create cut through. We’d already woven a golden eagle into our story and had created a brand identity and icon. So to really up the ante, we embossed the eagle on the glass of the bottle itself. This not only increased Ardmore’s ownership of the eagle; it also also enhanced the quality and feel of the whisky. Whisky aficionados obviously agreed, with sales on launch beating target by 25%.
FEATURED CASE STUDY
Johnsons juice has been squeezing juices in Kent since 1986, and while they’ve been successful, the landscape they existed in on shelf had changed radically. The launch of innocent in 1999 led to a flood of handcrafted personality-led brands – serious competition. Though Johnsons is a fantastic product, it needed a new look to showcase its freshly-squeezed story. We helped this established brand take back a big bite of market share, achieving:
- 10% increase in sales
- Starbucks and Costa listings
- A sneaky dig at key rival Tropicana
The national profile and consumer exposure the new Costa listing gave the brand was massive, it gave the brand exactly the platform it needed from which to build sales.
When do you pick up a freshly squeezed juice? With a takeaway lunch, of course! That’s why Johnsons is typically found in cafes and sandwich bars. But the market has become much more competitive, with more artisan, hand-pressed producers – which is fantastic news for us as consumers. But in the seconds between picking a sandwich or a salad, how can a brand stand out? In the past, soft drinks packaging design would be more about look than content. These days though, story comes to the fore: consumers ask questions, and successful brands are those we believe in and engage with.
We set out to share the story of this small-but-passionate producer from Kent, where fruit is selected by hand to make sure only the freshest and juiciest are picked. It’s a simple, compelling truth: the juice tastes so fresh because it is squeezed daily here in the UK. This comes across in a new contemporary brand identity and packaging design, that retains the existing logo. Now, the logo sits in a holding device of a tree, giving it greater prominence and status.
The idea of the person squeezing the fruit on the tree to see if it’s ripe and juicy (and turning this into an icon for the brand) conveys the idea of real people being involved in the selection of the oranges for squeezing. What’s more our tree looks fresh and real, implying the juice is fresh – unlike imported or diluted competitor products. The colour palette is muted and we selected a rough made finish paper to convey naturalness and a handmade feel.
Secret to success?
Sometimes great drinks packaging design is about much more than design. In this case, we worked with parent group Hain Daniels to step back and reconsider their market positioning. By exploring the competitors offerings in a co-creation session, it became clear that Johnsons needed more than a new look and feel; it needed to bring its story to the fore too. And working together, we turned their key points of difference into an emotionally engaging market positioning.
The brand’s strong claims – ’freshly squeezed daily’, and ‘UK-made’ – have been leveraged to form a compelling and unique brand identity. The new-look packaging design didn’t just catch customers’ eyes – the buyers at Costa Coffee listed the brand within weeks. This in turn gave Starbucks and other national food service chains the confidence to list the brand, leading to a strong upward sales curve.