Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar by Sidel Machinery Shanghai Co.,Ltd.

Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Xelata A' Design Award a Tuncîn in Dîzayna Pakêtkirinê Competition Category.

TuncPakêtkirin· 2020

Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar

by Sidel Machinery Shanghai Co.,Ltd.

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

Xelata A' Design Award a Tuncîn Winner in Pakêtkirin Category

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Verified Award Winner

Verify Award Status for #101535

View at A' Design Award Press Release Award Badge

Colors

The Design

About Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar

Menton pakêtek e ku ji bo ava bi tamek sivik a bi lîmonên importkirî hatiye çêkirin. Sêwirandin palêta rengan a geş bikar tîne ku bîranîna betlaneyek Deryaya Navîn a rojgeş tîne bîra mirov. Nexşeyek lîmonê ya wênekirî ya bêserûber giyanek aram diafirîne û taybetmendiya xwezayî û tenduristiya vexwarinê piştrast dike. Reng-tonek şîn a metalîk cûrbecûr tamên cuda yek dike û wêneyek bilind ji bo marqeyê peyda dike. Şûşeya rast ji PET-ê hatiye çêkirin û di mezinahiya 500 mîlîlître de tenê 17.85 gram giran e, ku di dema hilberînê de madde û enerjiyê xilas dike.

The Recognition

About the Xelata A' Design Award a Tuncîn

Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar xelatgirê Xelata A' Design Award a Tuncîn e, nasîneke pir bi prestîj ku ji sêwiranên berbiçav ên bi afirînerî, jêhatîbûn û zîrekiyê têne cudakirin re tê dayîn. Xelatgirên Tuncînê karên bi têra xwe jêhatî û bi awayekî balkêş afirîner in, yên ku ezmûna fireh, xeyal û çareserkirina sêwiranerên xwe piştrast dikin. Tê hêvîkirin ku Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar tiştekî pir hatiye rêzgirtin, sitayişkirin û delal be, bi awayekî berbiçav pîşekar û nûjen. Ev sêwirana bi Tuncînê serketî pratîkên çêtirîn ên huner, zanist, sêwiran û teknolojiyê digire nav xwe û ji bo baldariya li hûrgiliyan hêja ye. Menton Fonksiyona Bingehîn: Pakêtkirina Ava Tamdar pêdiviyan bi rengekî xweş tîne cih, destê xwe dide daxwazan, hestan dihejîne û meraqê dikişîne.

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