Menton Galuega Autu: Afifiga o le Vai Mananogo by Sidel Machinery Shanghai Co.,Ltd.

Menton Galuega Autu: Afifiga o le Vai Mananogo by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 A' Design Award Apamemea in Mamanu Afifi Competition Category.

ApamemeaAfifi· 2020

Menton Galuega Autu: Afifiga o le Vai Mananogo

by Sidel Machinery Shanghai Co.,Ltd.

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

A' Design Award Apamemea Winner in Afifi 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 Galuega Autu: Afifiga o le Vai Mananogo

Tusitusiga o le Tusi: O Menton o se mamanu afifiga mo se vai mananogo malulu na faia i tipolo faaulufale mai. O le mamanu e faaaogaina ai se 'ata lanu pupula e faamanatu mai ai se aso malolo Metitarani susulu. O se ata tipolo faataitai e le mautonu ona tuufaatasi e fatuina ai se lagona filemu ma lagolagoina ai le uiga faanatura ma le soifua maloloina o le vaiinu. O le lanu meta samasama enaena e faatasia ai mananogo eseese ma tuuina atu ai i le fa'ailoga se ata mataʻina. O le fagu saʻo e faia i le PET ma e na o le 17.85 kalama le mamafa i le tulaga 500 mililita, lea e faasaoina ai mea faigaluega ma le malosi i le taimi o le gaosiga.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Menton Galuega Autu: Afifiga o le Vai Mananogo, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Menton Galuega Autu: Afifiga o le Vai Mananogo e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Menton Galuega Autu: Afifiga o le Vai Mananogo e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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