Menton Umubiko w'Amazi Afite Uburyohe by Sidel Machinery Shanghai Co.,Ltd.

Menton Umubiko w'Amazi Afite Uburyohe by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Ipaki Competition Category.

BuronzeIpaki· 2020

Menton Umubiko w'Amazi Afite Uburyohe

by Sidel Machinery Shanghai Co.,Ltd.

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

Igihembo cya A' Design Award cya Buronze Winner in Ipaki Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Menton Umubiko w'Amazi Afite Uburyohe

Menton ni igishushanyo cy'umubiko w'amazi afite uburyohe buke bukozwe hifashishijwe indimu zituruka mu mahanga. Iyi gishushanyo gikoresha amabara aturumuka atwibutsa ikiruhuko cyo mu nyanja ya Mediterane hari izuba. Ishusho y'indimu ishushanyijwe mu buryo budateganyijwe itanga ambiyanse yo kuruhuka kandi igashyigikira imiterere karemano n'iy'ubuzima bwiza by'icyo kinyobwa. Ibara ry'ubururu bwa metali rihuza uburyohe butandukanye kandi rigatanga ishusho yiza ku izina ry'ubucuruzi. Icupa rifite imiterere igororotse rikozwe muri PET kandi ripima gusa garama 17.85 mu bunini bwa mililitiro 500, bigatuma hazigama ibikoresho n'ingufu mu gihe cyo gukora.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Menton Umubiko w'Amazi Afite Uburyohe ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Menton Umubiko w'Amazi Afite Uburyohe biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Menton Umubiko w'Amazi Afite Uburyohe ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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