BXP - April 2018 - 34

34

'something different, something better,'
This is a commitment that is visually
conveyed by our packaging because
our package designs have cues that tell
shoppers that this is a company that's
really put a lot of thought into its products."
Siler, whose background includes consumer insights and trends work for packaging company Visy, adds, "Consumers
see the care that has gone into crafting
our packages, and they understand that
care goes into all of our product development and that there are good people
behind these products that are thinking
of their needs." For example, Califia's distinctive nut-milk bottle features a design
that works well for hands big and small
and for multi-tasking consumers.

APRIL 2018

|

"Our brand
understands that
the millennial
consumer market
is the first
generation ever
where there's no
difference between
the male and the
female in the role
of bringing food
into the home."

"You might be grabbing this out of the

senior vice president of
marketing and global
development, Califia Farms

lot about how to design our packaging

- April Siler

BRAND EXPERIENCE

fridge and you've got a baby on your
hip or you've got your coffee in one
hand, you can easily tuck the bottle
under your arm if you need to because
of the bottle shape," Siler says. The
bottle cap is also oversized so it works
as well for men's hands, which tend to
be larger, as it does for women's.
"Our brand understands that the
millennial consumer market is the
first generation ever where there's no
difference between the male and the
female in the role of bringing food into
the home," she explains. "So we think a
and communicate to our consumers in
a gender-neutral way. It's working. Our
plant milk is really deeply penetrated in



Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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