Package Design - April 2012 - 40

GLOBESPOTTING

By LyNN DOrNBLaSEr

It’s Hip to Be...
Thinking inside the box delivers a cool approach to drink packaging.

viTal sTaTisTics
Contents

The ProducT
Ceethree’s iO Original sure doesn’t look like a standard energy drink. It’s not in a can. It’s not in a bottle. It’s in a cube! tural design also allows more packages to be stacked per shipping pallet, which can reduce transportation costs and cut carbon emissions. And, certainly, the cube-shaped container with a flip-up closure is an eye-catching design.

Natural energy drink
Goals

Attract energydrink consumers’ attention with a stand-out shape
tarGet

The PersPecTive
The process for a new package form to be adopted for actual use can be long and slow. That’s certainly the case here with this package from Cubis (Nicosia, Cyprus). The concept won many design awards in 2008, but it has only shown up on our radar recently as part of a packaged energy drink from IO Drinks (Stockholm, Sweden).

why we love iT
If the product package can help companies reduce cost and emissions, then it certainly offers sustainability benefits that are all-so-important today. But we also love it because the structure is just so different and fun.

Energy-drink consumers who want a natural drink with an unconventional look
Material

The oPPorTuniTies
The energy-drink category offers lots of potential for package-design experimentation. The category itself is often fad-driven. In many markets, a certain coolness factor is essential in reaching target markets dominated by young men. It makes sense that the first commercial use of the Cubis package would be for an energy drink. But its spaceefficient design can be a great fit for plenty of other categories.

FuTure ProsPecTs
Cubis has demonstrated several other options for shelf differentiation that IO Drinks didn’t use for its energy drink. These options make bold use of color, with closures made of contrasting colors and colorful labels accentuating the package’s flat panels and square shape. I think there are plenty of products, wet or dry, that could get a design boost from this type of packaging. PD

High-density polyethylene
label type

Shrink sleeve

The innovaTions
The cube-shaped HDPE container’s stackability can enhance and simplify store displays. The struc-

Lynn Dornblaser (lynnd@mintel.com) is the director of CPG Trend Insight at Mintel International, working out of the company’s Chicago office.

40

APRIL 2012



Package Design - April 2012

Table of Contents for the Digital Edition of Package Design - April 2012

Package Design - April 2012
Contents
From the Editor
Front Panel
Snapshots
Designer's Corner
Certifiable, and Proud of It
Prescription for Profits
Far Beyond Farming
The Promise of Technology
Proof of Concepts
Product Focus: Glass & Rigid Plastic
Online Now
Datebook
Index of Advertisers
Globespotting
Package Design - April 2012 - Intro
Package Design - April 2012 - Package Design - April 2012
Package Design - April 2012 - Cover2
Package Design - April 2012 - 1
Package Design - April 2012 - Contents
Package Design - April 2012 - 3
Package Design - April 2012 - From the Editor
Package Design - April 2012 - 5
Package Design - April 2012 - Front Panel
Package Design - April 2012 - 7
Package Design - April 2012 - 8
Package Design - April 2012 - 9
Package Design - April 2012 - Snapshots
Package Design - April 2012 - 11
Package Design - April 2012 - 12
Package Design - April 2012 - 13
Package Design - April 2012 - Designer's Corner
Package Design - April 2012 - 15
Package Design - April 2012 - 16
Package Design - April 2012 - 17
Package Design - April 2012 - Certifiable, and Proud of It
Package Design - April 2012 - 19
Package Design - April 2012 - 20
Package Design - April 2012 - 21
Package Design - April 2012 - Prescription for Profits
Package Design - April 2012 - 23
Package Design - April 2012 - Far Beyond Farming
Package Design - April 2012 - 25
Package Design - April 2012 - 26
Package Design - April 2012 - 27
Package Design - April 2012 - The Promise of Technology
Package Design - April 2012 - 29
Package Design - April 2012 - Proof of Concepts
Package Design - April 2012 - 31
Package Design - April 2012 - 32
Package Design - April 2012 - 33
Package Design - April 2012 - Product Focus: Glass & Rigid Plastic
Package Design - April 2012 - 35
Package Design - April 2012 - 36
Package Design - April 2012 - 37
Package Design - April 2012 - Online Now
Package Design - April 2012 - Index of Advertisers
Package Design - April 2012 - Globespotting
Package Design - April 2012 - Cover3
Package Design - April 2012 - Cover4
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