Keleawe ʻUhi · 2020
Menton Ka Hana Nui: Ka Hōʻeha Wai Miki
by Sidel Machinery Shanghai Co.,Ltd.
- A' Design Award Keleawe 2020 in ʻUhi
- CLIENT: Sidel Machinery (Shanghai) Co.,Ltd.
- Estimated Number of Design Views: 11,014
- Verification code D8EDDA60DE · Verify this award
Colors
About Menton Ka Hana Nui: Ka Hōʻeha Wai Miki
Kikokikona Puke: ʻO Menton kahi hoʻolālā hōʻeha no kahi wai miki māmā i hana ʻia me nā lemi lawe mai. Hoʻohana ke kālailai i kahi pālaka waihoʻoluʻu ʻālohilohi e hoʻomanaʻo ai i ka lā hoʻomaha Mediterranean lā. ʻO kahi kumu kiʻi lemi i kaha ʻia me ka ʻano manaʻo ʻole e hana ai i kahi ʻano noʻonoʻo maha a kākoʻo i ke ʻano kūlohelohe a olakino o ka mea inu. Hoʻohuiʻia nā ʻano ʻono like ʻole e kahi waihoʻoluʻu metala uliuli, a hāʻawi i ke kaiāulu kahi kiʻi maikaʻi i hoʻoheheʻe ʻia. Hana ʻia ka ʻōmole pololei mai ka PET a hoʻokahi wale nō 17.85 kalima ke kaumaha i ka nui 500 mililika, kahi e mālama ai i ka mea hana a me ka ikehu i ka wā hana.
About the A' Design Award Keleawe
Ua lanakila ka hoʻolālā Menton Ka Hana Nui: Ka Hōʻeha Wai Miki i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Menton Ka Hana Nui: Ka Hōʻeha Wai Miki he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Menton Ka Hana Nui: Ka Hōʻeha Wai Miki i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.
Press Kit
- 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
- Image Credits
- Image #1 : Simone de Polis, Raffaella de Rossi, Shuo Qu, Sabrina de Luca, Chengjie Ding, Roberta Domini
