Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh by Sidel Machinery Shanghai Co.,Ltd.

Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh by Sidel Machinery Shanghai Co.,Ltd. is a highly esteemed winner of the very prestigious 2020 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

NaxaasXirmooyin· 2020

Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh

by Sidel Machinery Shanghai Co.,Ltd.

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

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin 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 Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh

Qoraalka Buugga: Menton waa naqshad baakadeed loogu talagalay biyo dhadhan khafiif ah leh oo lagu sameeyay liinmo la soo dhoofiyay. Naqshaddu waxay isticmaashaa midab-astaamaha dhalaalaya kuwaas oo xasuusiya fasax qorraxeed oo ku yaal Badda Mediterranean-ka. Qaab sawir ah oo liinmo ah oo si aan nidaamsanayn u qurxiyay ayaa abuura dareen deggan, taasoo taageerta dabeecadda dabiiciga ah iyo caafimaadka cabitaanka. Midabka bluug-ga bir-birlaha ah ayaa isu keena dhadhamada kala duwan wuxuuna sumadda ganacsiga siinayaa muuqaal la nadiifiyay. Dhalada toosan waxaa laga sameeyay PET-ka, waxayna miisaan ahaan tahay 17.85 garaam oo kaliya markay tahay cabbirka 500 milliliter, taas oo kaydisa walxaha iyo tamarta lagu isticmaalo wakhtiga wax-soo-saarka.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Menton Shaqada Koowaad: Baakadaynta Biyaha Dhadhanka leh si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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