Ameristar Winner 2011
Superberries 100% Pure Aronia Concentrate
Superberries came to TricorBraun needing a re-design for their existing package that would be more attractive as well as more effectively communicate the benefits of their Aroniaberry Juice Concentrate to get it into the consumer’s hands. The new package design does just that so the consumer gets a daily supercharge of powerful antioxidants.
This innovative design is a significant improvement over the old prune-juice-meets-salad-dressing style round bottle with a standard CT closure. The new PET bottle is slender and easy to hold. The rounded shape of the upper half of the bottle mimics the likeness of a berry, reinforcing the source of the pure juice inside. It also provides an impressive area to emboss the brand’s logo. The new, easyopen version of a flip-top type dispensing closure can be opened with one hand, making it convenient for seniors.
TricorBraun worked with Aronia to lower the environmental impact of their package. Previously, any bottles with product spilled or splashed on the label had to be discarded due to staining. TricorBraun suggested 5-color decorating directly on the bottles. The staining issue was addressed and loss during filling was greatly reduced. If spilling does occur, the new design allows the bottles to be wiped off and put back on the filling line. Switching from a labeled bottle to direct print with organic inks reduced components (label, adhesive) and increased recyclability of the package at end of use.
The new packaging is also significantly lighter. The gram weight of the highly recyclable PET resin was reduced by 13%. The lighter weight bottle positively effects the carbon footprint of the package – it uses less raw materials and saves on transportation-related greenhouse gas emissions, making this packaging more ecologically friendly and cost efficient.
From a marketing perspective, the structural design contributes to product image and shelf impact: the elongated round shape at the top of the package draws the eye to the embossed logo, enhancing brand recognition. The tall, slender bottle conveys a healthy image – use this product and you will feel stronger and healthier. Because the design more clearly communicates a fruit drink, there is less confusion. It is more likely that a consumer will pick up the package and read about the product benefits, understanding exactly what the product’s intended use is. Organic juices have a higher perceived value than salad dressings, and this bottle, along with a valueadded dispensing closure, helps justify the cost of the all-natural product, increasing the overall market appeal and acceptance of the product.