Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta by Sidel Machinery Shanghai Co.,Ltd.

Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Duais Umha A' Design Award in Dealbhadh Pacaidh Competition Category.

UmhaPacadh· 2020

Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta

by Sidel Machinery Shanghai Co.,Ltd.

Client: Sidel Machinery (Shanghai) Co.,Ltd.

Duais Umha A' Design Award Winner in Pacadh Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta

Is e Menton dealbhadh pacaideachd airson uisge le blas aotrom air a dhèanamh le liomaidean à dùthchannan cèin. Cleachdaidh an dealbhadh pailead dhathan soilleir a chuireas air ais smuain air saor-làithean grianach sa Mheadhan-thìreach. Cruthaichidh pàtran liomaid air a shamhlachadh gu tuaireamach faireachdainn shocair agus taic don nàdar nàdarra is fhallain den deoch. Aonaichidh tòna liath-mheatailteach na diofar bhlasan agus bheir e ìomhaigh grinn don bhrand. Tha am botal dìreach dèanta de PET agus cha chuir e ach 17.85 gram air an sgèile ann am meud 500 millilitear, a shàbhalas stuth is lùth aig àm saothrachaidh.

The Recognition

About the Duais Umha A' Design Award

Tha Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Menton Prìomh Ghnìomh: Pacaideachd Uisge Blasta a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Menton is a healthy, light-flavored water with the same price as water. After enjoying 3 years of rapid sales, Menton now faces many followers crowding the market with homogeneous packages and prices. The strategy is to keep the current low price but premiumize and differentiate Menton by repositioning it as a higher value product. Most importantly, don't compromise Menton's health attribute in the new package design.
Dimensions & Packaging: light weight PET bottle design: only 17.85 grams for a 500 mL bottle
Tags: beverage, lemonade, Package Design, Graphic Design, Illustration, Lemon, flavored water, Menton
Production Technology: Menton uses Sidel Predis Dry Aseptic line, no need to add any preservatives.
The restyled straight bottle shape has a very light weight and very energy saving in the production process.
Design Challenge: The first challenge we met was how to premiumize Menton and make it stand our from the competitors. We must then retain Menton's health attribute in the new high valued soft drink category, because many soft drinks give the impression of being high in sugar and unhealthy.
Another challenge is how to build a stronger brand image and further improve the relationship between brand and consumers to increase the loyalty.
Research: Our target group is the price sensitive young people aged 15 to 25, mainly students and young white collars. Most of them are single children and have grown up together with the development of China’s advanced Internet culture. Compared with their parents, they have international tastes and higher aesthetic requirements. Considering their point of view, we decided to restyle the brand personality with funny, relaxed, young, active, fashionable and positive characteristics to emotionally resonate with them and speak for them.
Inspiration: As Menton uses imported European lemons, a bright and jaunty color palette is applied to create an association with the ideal sunny Mediterranean holiday. The unique metallic 'Tiffany blue' color helps render an exquisite brand image and unify the different flavors. We felt the precious lemon photos failed to communicate the product values, so we redesigned it with a random illustrated lemon pattern to render a lighthearted, funny, relaxing mood, convey Menton's healthy, natural attributes.
Project Duration: The project started from September 2019 and finished in December 2019. The design is done in Italy and Shanghai, produced in Beijing.
Operation Flow: Menton is a Ready to Drink product sold in the convenient store or market around the school in middle small cities. The target group is price sensitive teenagers aged 15 to 25.
Patents: Copyrights belong to Jinmailang Beverage Co.,Ltd, 2019
Team Members: Hua Xie
Andrea Rizzardi
Simone De Paolis
Raffaella De Rossi
Sabrina de Luca
Roberta Domini
Chengjie Ding
Shuo Qu
Xiaoyan Wang
Chang Liu
Xuegang Wang
Lianfei Zhang
Wei Wang
Image Credits: Image #1 : Simone de Polis, Raffaella de Rossi, Shuo Qu, Sabrina de Luca, Chengjie Ding, Roberta Domini