Package Design - March 2013 - 8

SNAPSHOTS

Energy Boost
Beverage packaging gets a facelift
to appeal to larger market.

C

elsius energy drinks revamps packaging with an
updated look with hopes to reach an even wider
demographic. The beverage proprietor introduced what it
says is the world’s first calorie burning drink in 2005.
Available in five flavors, the beverage is offered in carbonated and non-carbonated varieties as well as a powder
stick packets that consumers can mix with water. Celsius’
aim towards a target audience of health conscious consumers offers appeal with no sugar, no high fructose corn
syrup, no aspartame, no artificial preservatives, flavors or
colors, and it is low in sodium.
Gerry David, CEO of Celsius Holdings Inc., comments, “The redesign is just the first step in a large-scale
marketing effort to expand the Celsius brand. The new
design release coincides with our single-serving distribution strategy, which provides a lower entry price for the
consumer to stimulate trial,” The brighter colors and icons
depicting athletics aim to engage the consumer.

The redesign project lasted six months from start to
launch and was designed in-house by Celsius. Irina
Lorenzi, vice president of innovation and marketing at
Celsius, explains that one of the challenges for Celsius
during the redesign process was the limitations of printing
on a silver can, which allows a maximum of five colors.
Peter Amato, senior graphic designer of Celsius says,
“The differences between the old and new can design is
how each flavor now has its own distinctive color and at
the core of the new design is the circular flame representing Celsius’ calorie burning process,” This circular flame
highlights the ‘Burn More Calories Plus Lasting Energy’
mantra on each variety.
8

march 2013

Old Meets New
Herbal martini introduces 1920s
apothecary to California contemporary.

F

ounder of Altar, Jagatjoti Khalsa aspired to offer the contemporary adult beverage market something fresh yet evoking a
lineage from yesteryears. Khalsa describes the foundation
behind the product, “Altar embraces the concept of Considered
Curation by hand selecting, nurturing and looking after each
ingredient, cultivating each flavor, engaging each tea, and
thoughtfully applying each herb in an effort to create the world’s
first Herbal Martini.”
The package design, from bottle to label, is meant to mimic
1920s apothecary meets California contemporary. Gooder Companies (www.thegooder.com) lead the initial groundwork for the
brand’s design, aesthetic, typography and information hierarchy.
The design firm also developed the glass bottle for Altar, a tall
and slender vessel that could easily fit in amongst an apothecary
shelf. The custom-made tapered glass bottle is produced by
TricorBraun (www.tricorbraun.com).
OKO Design Studio, (okodesignstudio.com) in conjunction
with the Altar team, designed the label to capture a retro speakeasy and apothecary aesthetic. Lubosh Cech, founder of OKO
Design Studio, reflects on the label design process, “The challenge was how to combine these two streams visually and also
for me as a designer, how do I work with something that’s
already given which was the bottle size and shape, and the
typography and the colors.”
LabelOne Connect (www.labeloneconnect.com) printed
Altar’s front and back labels for five SKUs. The language and
product descriptions are written to read like poetry. Each of the
five flavors feature an ingredient profile on the front label and
Khalsa’s quote about Considered Curation on the back label. A
few challenges Cech faced while designing the label included:
selecting the right paper with the right texture to use a metallic
ink on without absorbing the ink, all the while mainlining a vintage look; organizing clunky, rectangular nutritional information
and the bar-code on the curvy tapered back label; and addressing a cold front label by adding a visually stimulating antique
quality design element via the incorporation of an endless knot
motif to represent eternity.



Package Design - March 2013

Table of Contents for the Digital Edition of Package Design - March 2013

Package Design - March 2013
Contents
Editor’s Letter
Front Panel
Snapshots
Student Showcase
Sustainably Speaking
Hitting Refresh
Brand Builders
Their Mission Was Omission
From Across the Pond
Mighty Messages
Product Focus: Flexible Packaging
Index of Advertisers
Datebook
Field Notes
Package Design - March 2013 - Intro
Package Design - March 2013 - BB1
Package Design - March 2013 - BB2
Package Design - March 2013 - Package Design - March 2013
Package Design - March 2013 - Cover2
Package Design - March 2013 - 1
Package Design - March 2013 - Contents
Package Design - March 2013 - 3
Package Design - March 2013 - Editor’s Letter
Package Design - March 2013 - 5
Package Design - March 2013 - Front Panel
Package Design - March 2013 - 7
Package Design - March 2013 - Snapshots
Package Design - March 2013 - 9
Package Design - March 2013 - Student Showcase
Package Design - March 2013 - Sustainably Speaking
Package Design - March 2013 - Hitting Refresh
Package Design - March 2013 - 13
Package Design - March 2013 - Brand Builders
Package Design - March 2013 - 15
Package Design - March 2013 - 16
Package Design - March 2013 - 17
Package Design - March 2013 - Their Mission Was Omission
Package Design - March 2013 - 19
Package Design - March 2013 - From Across the Pond
Package Design - March 2013 - 21
Package Design - March 2013 - 22
Package Design - March 2013 - Mighty Messages
Package Design - March 2013 - 24
Package Design - March 2013 - 25
Package Design - March 2013 - Product Focus: Flexible Packaging
Package Design - March 2013 - 27
Package Design - March 2013 - 28
Package Design - March 2013 - 29
Package Design - March 2013 - 30
Package Design - March 2013 - Datebook
Package Design - March 2013 - Field Notes
Package Design - March 2013 - Cover3
Package Design - March 2013 - Cover4
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