Progressive Grocer

MAR 2017

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March 2017 | progressivegrocer.com | 9 Spin the Bottle Packaging can help convey to consumers the attributes they want in a beverage. By Barbara Sax "B ig food" has become a negative food perception for many consumers, and manufacturers are using packaging to help position their beverage brands as natural and healthy. "Consumers want something that is simple and crafted," says Chris Lowery, president of Chase De- sign Group, the New York- and Los Angeles-based design and brand consultancy that worked on Califia Farms' iconic bottles as well as other products in the natural arena. According to Lowery, man- ufacturers communicate their beverage brands' healthier profile through crafted, minimal typography and graphics, as well as muted colors. "Design, whether graphical or structural, is paramount to com- municate a brand's unique point of difference in a category," asserts Vilma Livas, VP of marketing at Los Angeles-based Califia. "As we've continued to enter new categories with innova- tive products, we challenge ourselves to consider how the packaging will disrupt the shelf set so a con- sumer can easily identify that 'something different, something better' has arrived." When it came to its bot- tles, the company "wanted a package design that stood out against the traditional sea of cartons on the dairy shelf," explains Livas. To meet that goal, Chase cre- ated an iconic matte molded plastic bottle for Califia's alternative milks that's ergo- nomic and easy to pick up and pour, as well as communicat- ing the quality of the product. Califia has adapted the bottle's basic shape and language as it moves into other beverage categories. More recent introductions in the alternative-milk category, such as Emeryville, Calif.-based Ripple Foods, a maker of plant-based milks, have opted to package in molded plastic bottles over classic "We challenge ourselves to consider how the packaging will disrupt the shelf set so a consumer can easily identify that 'something different, something better' has arrived." —Vilma Livas, Califia Farms Packaging

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