Menton Aselkin n waman yesɛan taẓayt by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.
LbrunzAkemmus· 2020
Menton Aselkin n waman yesɛan taẓayt
by Sidel Machinery Shanghai Co.,Ltd.
Client: Sidel Machinery (Shanghai) Co.,Ltd.
Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category
Verified Award Winner
Verify Award Status for #101535The Design
About Menton Aselkin n waman yesɛan taẓayt
Menton d aselkin i waman s taẓayt tafessast, ixedmen s tregmatin n lḥumeḍ yettwabnen seg beṛṛa. Aselkin-agi yesseqdac tafeṛansit n yiniten ibleɣɣen yesmektayen ussan n usmuḍ n Mediṭeṛṛan iceεlen. Amudel usnat n tregmatin n lḥumeḍ yellan s wudem urrif yeskan-ed tamsirt tarusant, yeεawan daɣen ɣef wudem uzɣin ameẓẓyan n uraw. Ini uzeggaɣ n lmital yesdukkel gar-as taggara n tregmatin yemgaraden, yefka i tafirma-nni tugna yettwaqadren. Taqarabt tuẓlint tettwaxdem s PET, teṭṭayes anagar 17.85 igrama deg tuɣzi n 500 milliliter, ayen isεawanen ɣef usellek n lmawadd akked tzemmar deg wakud n uselket.
The Recognition
About the Tarbaḥt A' Design Award n Lbrunz
Menton Aselkin n waman yesɛan taẓayt d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Menton Aselkin n waman yesɛan taẓayt ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Menton Aselkin n waman yesɛan taẓayt yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.
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
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