Menton Ngwụgwụ Mmiri Nwere Ụtọ by Sidel Machinery Shanghai Co.,Ltd.

Menton Ngwụgwụ Mmiri Nwere Ụtọ by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2020

Menton Ngwụgwụ Mmiri Nwere Ụtọ

by Sidel Machinery Shanghai Co.,Ltd.

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

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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Colors

The Design

About Menton Ngwụgwụ Mmiri Nwere Ụtọ

Menton bụ nhazi ngwụgwụ maka mmiri nwere ntakịrị ụtọ nke e ji lemon ndị e si mba ọzọ bubata mee. Nhazi a na-eji agwaagwa na-egbuke egbuke nke na-echeta ezumike ọkọchị dị na Mediterranean. Ihe osise lemon a chọpụtaghị usoro ya na-eweta mmụọ izu ike ma na-akwado àgwà eke na ahụ ike nke ihe ọṅụṅụ ahụ. Agba metalik bluu na-ejikọta ụtọ dị iche iche ọnụ ma na-enye akara ahịa ahụ ọdịdị mma a zụlitere nke ọma. A na-eji PET arụ karama guzo ọtọ ahụ, bụ nke dị nanị gram iri na asaa na iri asaa na ise (17.85) nʼime ogo mililita narị ise (500), nke na-echekwa ihe eji arụ ya na ike a na-etinye n'oge nrụpụta.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Menton Ngwụgwụ Mmiri Nwere Ụtọ meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Menton Ngwụgwụ Mmiri Nwere Ụtọ ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Menton Ngwụgwụ Mmiri Nwere Ụtọ na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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