Package Design - September 2012 - 12

SNAPSHOTS

Turning Up the Juice
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Tropicana gets customers to flip out over new pitcher.
ppealing to busy mothers at the grocery store is a tough task. Tropicana counted on a new structure—an 89-oz. flip-top pitcher—for its Pure Premium juice brand to deliver the product clarity and differentiation in the marketplace necessary to conquer the challenge. “We set out to offer a new package that consumers would embrace by marrying the best of form and function,” says Michael Torres, senior director of communications at Tropicana. “The result is an elegant, ergonomic package design that three out of four people told us they prefer over the traditional screw-top container.” Aesthetics and functionality were key to the redesign, but increasing sustainability was also an important goal. According to Torres, the new pitcher is the first clear, handled design in the chilled-juice category that is 100% recyclable. “Rather than rushing to launch a handled PET bottle, just as other beverage companies have, our R&D team worked hard with vendors and waited until a recycling-friendly resin was available,” he says. The pitcher is engineered for ease of use, from gripping the handle to opening the flip top for pouring, and its clear body gives consumers an at-aglance view of how much juice is left in the container. Torres notes that Tropicana Pure Premium is in the midst of completing its premium-packaging transformation and that the 89-oz. pitcher is the latest conversion to join the company’s 12-oz. mini bottle and 59-oz. carafe PET packaging. “The elegant, ergonomic design of our Tropicana Pure Premium 89-oz. pitcher is a hit with consumers. We’re completely thrilled by this accomplishment. Nothing like it exists in the chilled-juice aisle,” Torres says.

An Ocean of Color
A skincare brand’s redesign dives into new waters.

2O Plus points its products at youthful beauty activists—a market that Rebecca Fulmer, the company’s senior brand manager, defines as people who are young at heart and actively involved in seeking out efficacious skincare products. The brand recently sought to deepen interest in that consumer base with a comprehensive refresh that yielded new logo and tagline identities and reworked packaging designs. “The primary purpose of our rebrand initiative was to unify the brand with a consistent tone in look and feel and to ensure it was globally viable,” Fulmer explains. “Another goal was to bring the marine-science element to life—making sure that all consumer touch points tie into our brand story, ‘The Sea is our Laboratory,’ and new tagline, ‘The Science of Marine Skincare.’” The updated packaging involves recyclable materials and unit cartons produced from FSC-certified paper stock. Graphics feature colorful gradations and striations that are designed to evoke images of the sea: lighter at the surface and growing deeper and darker during descent. “As we went through the redesign process, we discovered that not everything in the ocean is blue. There is a vibrant underwater eco-system and, in turn, we expanded our color palette to include rich, brilliant colors to help further differentiate between the brand families.” H2O Plus evaluated several design iterations before reaching the final color palette and brand image and worked closely with packaging vendors to bring all of the elements to fruition. Fulmer recalls that matching the color and striation/gradation design across multiple types of structures, materials and vendors was a challenge—as was the need to ensure that the universal packaging translated properly to a worldwide audience and met with each market’s unique legal requirements. “We successfully achieved all of our goals,” she says. “The rebrand exercise has resulted in a cohesive brand image that highlights our marine heritage and has consistent messaging throughout all packaging. We have harmonized packaging structures across all brand families to provide a more consistent master brand feel.”

september 2012

Package Design - September 2012

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