CR8ID » Beverage

Coca-Cola Design+ Award

Drew — Thu, 17 May 2012 07:38:58 +0000

Here is what the multi-cycle crate of the future could look like: Out of 443 design ideas from 75 different countries, the jury has awarded first prize to the concept “WAVE” in the category “Design”. Earlier this year, the company had called young designers to submit their ideas as part of the “Coca-Cola Design+ Award“ to the creative platform jovoto.com. The best design, according to the jury, was submitted by the young industrial design agency “ENTWURFREICH” from Düsseldorf (Germany) for the design “WAVE” in which the jury unanimously recognized the best and most consistent implementation of the briefing, which additionally was presented in an optically strong way.

The “WAVE”-concept thrills Coca-Cola and design enthusiasts with a modern and timeless design language. The exciting presentation of one of the Coca-Cola key design elements is combined with clear and simple lines. This leads to an emotional and stylish presentation of the iconic 1L-bottles inside. The unique design can be integrated easily into modern living environments and appeals to various target groups (singles, families, seniors). The optimally achievable utilization in logistics is achieved by a 12-bottle-crate. This provides varied applications in different scenarios (family-household, barbecues, shared flats, etc.) with the target groups and offers the freedom to combine several Coca-Cola products. To transport the weight of a 12-bottle-crate easily and conveniently, rubberized grips are used.

“WAVE” combines practicality and style to an object, which everyone is proud to present in home environments.

David Butler, Vice President of Global Design at the Coca-Cola Company, is enthusiastic about the young german creatives.

“I’m quite excited about what I have seen.”, said Butler. The “Coca-Cola Design + Award” is oriented on the Coca-Cola sustainability strategy “Live Positively”. The packaging is one of the focuses of the worldwide strategy. Coca-Cola Germany is using the contest as an opportunity to support young designers and promote creativity. The way the award was made up should also raise awareness of the increasing demands on sustainability: after all, environmental-friendliness and demographic changes like changing household sizes due to increasing numbers of singles and seniors should be reflected in the design’s form and function.

Schepps Dairy

Drew — Wed, 16 May 2012 07:38:40 +0000

Schepps has been a well known Texas dairy provider since the 1940s. This rebranding proposes the introduction of new milk products to get consumers interested in milk again. Dietary trends have lead to milk being avoided as part of daily nutrition, however milks benefits far outweigh its drawbacks.

The repackaging introduces a new ‘Superior’ line of flavor infused milks.

PR%F

Drew — Mon, 14 May 2012 07:38:54 +0000

Along the kitchen wall of Zeus Jones, you’ll find more than a few bottles of alcohol. Among the neglected butterscotch schnapps and the bottle of Boone’s Farm we’re patiently letting age, we guarantee there will always be a few bottles of single malt scotch whisky. Our love of the stuff is only natural, considering our CEO, Rob White, grew up in Scotland, and that there are more than a few whisky tasters at our long table. The purity of Scotch whisky makes it the king of whiskies, allowing it to reflect the region where it was created and the ingredients that went into its distillation. So when recent creative applicant Dan Horan came in with a sketch for a whisky tasting iPad app, you can bet we snatched him up and set to work developing it. We hunkered down in a room and discussed how the user experience should go, coming out with an experience that was more inspired by board games than any one example of technology.

We wanted it to feel social and democratic, easy for anyone to enjoy. Many angles were considered, from developing a “host” character to making a brainy trivia game, but we decided the approach that felt the truest was making the app a tour of Scotland. For the identity, we came up with the name PROOF, a play on proving your knowledge of scotch, and also on the concept of alcohol purity.

To us, this app was about more than proving a knowledge of scotch – it was about proving to ourselves that we had agile enough resources to rapidly prototype a successful app. Inspired by the iterative process used by Google and many rapidly growing start-ups, we designed PROOF in a non-linear, non-hierarchical series of sprints, perfecting it here and there until we had a finished product. It was important to us that PROOF remained device agnostic, so we avoided the many app store restrictions out there and designed it as a mobile site, taking extra care to make sure it felt like a native experience on a touch screen. All of PROOF was made in HTML5, using some of its most exciting features, including its canvas API, which allows players to visually represent their impression of each whisky.

What’s a scotch tasting without the scotch? To make PROOF’s complimentary kit, we carefully considered the details, and sweated outside of work hours to bring them to life. Because PROOF is a tour of Scotland’s whisky-making regions, we carefully chose the whiskies that we felt best represented the area where they were made. While there is plenty of creativity and variation among Scottish whiskies, we went for the single malts that stayed truest to their home base.Each of the labels was hand-stamped with a custom design, which blended PROOF typography with our alternative wordmark, a script logo that was originally made to decorate the jerseys of the unofficial Zeus Jones cycling team. To add to the mystique of holding a bottle of fine scotch, we hand-dipped every single one in wax, and stamped them with the percent sign from our PROOF logo.

MINUTE MAID NURTI-BOOST

Drew — Wed, 02 May 2012 07:38:33 +0000

Package Design created by thebrandunion. Giving Juice a Boost! Minute Maid was looking for an opportunity to develop a wellness brand in the broader beverage market. They began the creation of a new drink that could offer a refreshing blend of milk and juice, mixed with added ingredients to provide ‘nutrition assurance’. Coca Cola Minute Maid chose The Brand Union Singapore team to develop a visual identity system unique to their new product line, called Nutri-Boost.

Taking on the challenge of creating a visual identity for the new Minute Maid product line, Nutri-Boost, the Singapore team dived deep into research to fully understand the various markets and competitive landscape of the beverage industry. Based on our findings and rigorous qualitative and quantitative testing, we were able to develop a design concept that balanced the nutritional and energy benefits of the drink while appealing to the predominantly male audience and observing existing Minute Maid visual guidelines. We also designed a flexible packaging architecture system that has allowed for easy pack navigation. A thorough set of guidelines was developed that clearly illustrates our visual identity system for all markets a platform the translation of our system into other communication channels.

Since creating Nutri-Boost’s main range of flavors, Orange and Strawberry, Minute Maid Nutriboost has successfully launched in vietnam, with the other markets and line extensions likely to follow.