Hero Fruit Today packaging by FLEX/the INNOVATIONLAB and Millford Brand-id
24 October 2008 | By Popsop Team
The Dutch agency FLEX/the INNOVATIONLAB® in collaboration with Millford Brand-id created the innovtive packaging for juice-based soft drink Hero Fruit Today.
The brief was to develop the packaging for a new fruit-based health drink that combined ease of use when drinking with compelling brand and product communication.
Essential for the concept was that it creates a synergetic effect with the shape of the bottle and the graphic design. The bottle shape, with its organic appearance and a photo-realistic representation of the fruit, causes customers to associate the bottle with fresh fruit.
A special, ergonomically designed screw cap follows the shape of the bottle, and by making optimal use of material and shape, the weight of the bottle could be reduced to a minimum.
client:
Hero Nederland B.V., Breda
design:
FLEX/the INNOVATIONLAB®, Delft
graphic design/branding:
Millford Brand-id, Leiden
FLEX/the INNOVATIONLAB®
Popsop.com
Tags: juice, soft drinks
Margie Stanton
22 January 2010 11:48 pm
I loved the taste of the pineapple-banana, but found it difficult to get the chunks of pineapple out of the container. They would not come up thru the straw and a spoon would not fit thru the small opening. I was frustrated at not being able to get all the benefit from the fruit as I threw it away with some pineapple left in the bottom. If you could make the opening wider, it would really help. Otherwise, too much trouble, and I would probably not buy it again.