Menton
Flavored Water for Sidel Machinery (Shanghai) Co.,Ltd.
Menton is a healthy, light taste flavored water, uses imported lemons from Mediterranean. The design applies a bright and jaunty color palette, created an association with the ideal sunny Mediterranean holiday. A random illustrated lemon pattern help create a relaxing mood and a healthy look and feel. The metallic 'Tiffany blue' renders an exquisite and unified brand image. Against the background of fierce competition and competitors' homogeneous products, the new Menton has successfully stood out and differentiated from the them.
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Menton by Shuo Qu
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Flavored Water by Shuo Qu
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Shuo Qu Menton
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Shuo Qu Flavored Water
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Sidel Machinery Shanghai Co Ltd Brand Logo
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Menton Flavored Water Media Articles
Ready for your features: articles on Menton in various languages, including Spanish, Indonesian, Japanese, Russian, Hindi, German, French, Portuguese, Turkish, Arabic (Standard), Korean, Chinese (Mandarin), Italian and English.
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.
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.
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.
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.
Image Credits
Image #1 : Simone de Polis, Raffaella de Rossi, Shuo Qu, Sabrina de Luca, Chengjie Ding, Roberta Domini
Project Overview
Menton Flavored Water has been a Bronze winner in the Packaging Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Shuo Qu was recognized with the coveted Bronze A' Design Award in 2020, a testament to excellence of their work Menton Flavored Water.
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