Menton Даамдалган суу үчүн таңгактоо

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