Package Design - May 2014 - 8

SNAPSHOTS

Sophistication
en Español

Hair care manufacturer caters to Latina
consumers.

Artful
Anniversary

Mexican beer purveyor reaches
out to community for grand
celebration.

nviting eclectic Mexican subcultures, the likes of
beatniks and hipsters to express creative freedom,
Cuauhtemoc Moctezuma Brewery desired labels that
would embody the style and culture of its consumers
for Cerveza Indio beer to celebrate the brand's 120th
anniversary. Engaging artists nationally, Cuauhtemoc
Moctezuma Brewery formed a jury of specialists, from
designers, creative agencies, digital agencies and
brand team members to peruse through more than
5,000 submissions, ultimately selecting 120 of the
best designs to be featured on Cerveza Indio's anniversary promotional bottles.
An external design firm included and aligned all of
the legal requirements on the consumer designed
labels, and prepared them for printing, this being the
only alteration to consumer submitted label designs.
Label printer, Constantia's Haendler & Natermann
[H&N (hn.cflex.com)], transformed the selected
design concepts into reality, utilizing supplier to the
beer and beverage industry, Spear's (www.spearsystem.
com) pressure sensitive metalized labels. A gravure
print process was applied, as H&N recreated vibrant
label designs on the same run. Cuauhtemoc Moctezuma Brewery had no concern regarding pack consideration, due to the randomized grouping of bottles.
The anniversary package design also featured a special edition 6- and 12-pack, as well as a 16-oz. specialedition can. The limited-edition offering delivered a
22.38% increase in sales, verse the previous quarter.

MAY 2014

mágen Salon Formula, a line of salon quality hair care products
designed specifically for the Latino consumer, recently
launched at Target stores nationwide. Brainchild of The Stephan
Co., Imágen aims to fill a void in the hair care market.
Susan Fahey, director of marketing at The Stephan Co.
explains the company's epiphany, "We're constantly monitoring
the changing needs of our customer base, which includes shifts in
demographics. Latinos are the fastest growing ethnic group in the
U.S. They spend 43% more on branded hair products than the
average shopper. Latinas deserve a product that's designed for
them, which is why we created Imagén." The Stephan Co. conducted focus groups to learn more. "We had 16 different versions
of packaging," explains Fahey. The focus group participants had an
overwhelmingly positive response to the selected package design,
created by 321 Creative Inc. (321creativeinc.com). Many Latinas
comfortably alternate between speaking Spanish and English.
This finding resulted in presenting bilingual copy on pack.
The focus groups also expressed a preference for the vertical
brand name, verses typical horizontal placement. Beginning the
journey of development, The Stephan Co. set sights to debut the
Imágen salon hair care line at The Hair & Ethnic Efficient Program Planning Session (EPPS) to receive feedback from buyers in
the ethnic and general hair care category.
Consisting of six salon quality hair care products: four of which
are housed in white 12-oz. bottles. A shine spray and anti-frizz
serum are offered in 3.4-oz. clear bottles.
A few bottles were screen printed in the initial experimentation
phase; this was ruled out because of distorting. A white waterproof
label with vibrant copy graces the 3.4- and 12-oz. bottles.

Package Design - May 2014

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