Brain TonIQ wins Paperboard Packaging Council Award
Brain TonIQ, dubbed “the world’s first organic, botanical-based, non-caffeinated think drink”, has recently won the prestigious best-of-show award by the Paperboard Packaging Council for their unique 4-pack design, even beating out entries from Apple Computer, Lord & Taylor, and Lexus. It features four cans in a row with rounded edges, giving it the illusion that the cans are sticking out at both ends.
Brain TonIQ’s award-winning paperboard sleeve is both eye-catching and functional. The drink claims to be “The Smart Antidote to Head Fog.” It is organic, caffeine-free and “nootropic”—a term I have learned indicates a class of drugs that are believed to improve cognitive abilities.
Scott Ohlgren, Brain TonIQ’s owner and creator, came up with the idea two years ago when a chance encounter with a broken ATM forced him to go into a 7-Eleven store. As he walked down an aisle laden with energy drinks, he was intrigued and closely scrutinized their ingredients. Having a background in health, he knew that something better could be made and that it could succeed in the marketplace.
Instead of using a two-by-two configuration for the sleeve, Ohlgren choose to bring life to a stick rendering came from Huc Ambrose, son of Paul Ambrose whose design firm, desert dolphin, developed the can design. The sleeve idea revolved around the idea of a single line of four cans with round ends on either side. This gives the illusion that the cans are actually sticking out of both ends, inviting consumers to actually tug on the end. Moreover, because the width of a single can is fairly thin, the filled sleeve fits nicely into consumers’ hands without the need of a physical handle or hole punch.
Popsop.com
27 August 2008
Tags: soft drinks
