Jonathan Ford, creative partner, Pearlfisher, pearlfisher.com
“The beverage market is very crowded these days so packaging needs to be disruptive. For instance, vodka is traditionally a category defined by frosted or clear bottles, so you get a very pure kind of look about it. For many years, we’ve been disrupting that with the work we’ve done with Absolut with some of the other flavors like raspberry, mandarin, vanilia—and with Absolut 100 we’ve used color to really communicate strength. The inspiration came from the automotive market, from cars and engines and things like that, and therefore it disrupts this clear, frosted kind of category’s normal visual cues.

“I think successful brands in the future will have very clear messaging through graphic design, and I think graphic disruption is the way forward in terms of standing out in this crowd.”

Stuart Leslie, president, 4sight, 4sightinc.com
 “Structural branding of beverage packaging has been steadily growing in importance as an effective tool worldwide for brands to differentiate their product and excite their consumer. This year marks the introduction of a new, and likely lasting, change in the role this tool must play. A new emphasis from retailers on sustainability, greater demands from manufacturers for profitability and consumers screaming for more convenient products to fit their changing lifestyles have all converged to demand much more from package structures.

“A new packaging structure must deliver on the sustainable initiative without compromising consumer needs since a ‘sustainable,’ or even ‘recyclable’ package, factors way down on their list of priorities in making a purchase decision vs. traditional ‘ease of opening,’ ‘resealability’ and product quality cues.

“Meanwhile, consumers are recently demanding better functionality in their packaged products. Easier to drink from, re-closable, less spills, able to take it with them and drink in the car are all becoming key elements of importance to our consumers. In addition, they are seeking out brands and products that ‘delight them’ with packaging that helps them understand the uniqueness of a product while intriguing them with an exciting new form.”

Andy Gutowski, creative director/ partner, Object 9, object9.com
“Beverage companies strive to find their point of difference in order to entice consumers to try their product with the ultimate goal of building loyal, adoring customers. And 2007 was no exception, with beverages making their distinction through innovation and simplicity.

“Taking the guesswork out of deciding whether or not your beer is cold, Coors implemented its innovative thermochromic ink label on the company’s Cold Activated Bottle. The label’s white lettering and Rocky Mountain icon turn blue once the beer reaches optimal drinking temperature, thereby strengthening the brand’s claim as the ‘world’s most refreshing beer.’

“While innovations are necessary to raise the bar in beverage packaging, the industry as a whole has embraced a ‘less is more’ mentality. With a majority of brands screaming to the masses, a simple, clean and well-planned package design is heard above the beverage world crowd. Vitaminwater, for example, has taken one of life’s essentials and packaged it in a simple delivery that speaks directly to its consumer. It is brilliant—a clean design with a clever message to sell flavored water.”

Ted Mininni, president, Design Force, Inc., designforceinc.com
“I’d like to comment on an important trend in bottled water packaging. There is growing concern among environmentally-conscious consumers, and the media, about bottled water. Let’s face it: it is such a high volume category, there is legitimate cause for concern. The amount of plastic being used and disposed of in regard to bottled water is staggering, even though PET is obviously recyclable. Manufacturers are beginning to respond to these concerns in constructive ways.

“I expect to see much more work done in this area; not only in the case of bottled water, but for all beverages. With the advent of more environmentally friendly packaging, manufacturers have the additional onus to reeducate consumers. They will have to spread the word that smaller or lighter packaging does not equal less product... just a better way of delivering the amount of product consumers expect to receive.”

Aaron Stapley, creative director, Stapley-Hildebrand, stapley-hildebrand.com
   “The most surprising trend we’ve seen in 2007 is the explosion of  ‘On-the-Go’ sticks. (Our agency did the design work for Lipton’s To-Go sub-brand.) The success of these pocket-sized, single serving, drink mix tubes is easily
witnessed at retail where demand has created an entire powdered mix subsection where you will find functional, low-calorie and sugar-free drinks along with teas, coffee, cocoa and energy drinks.

“Several factors have likely contributed to this trend, including a greater awareness of the importance of drinking eight glasses of water a day, the discrete portability of the stick structure and even the demise of the office water cooler in favor of individual water bottles. Manufac-turers view the stick as a way to create new sales volume, reduce packaging waste and as an inexpensive way to promote consumer trial.”

David Ceradini, founder and CEO, Ceradini Design, ceradini.com
“In response to the trend that recognizes women as being an under-served consumer market,
beverage makers are responding with products designed ‘just for her.’ One example is BORBA skin balance water, which is high in antioxidants and vitamins designed to promote beautiful skin. This is unique in particular because it claims to help your appearance on the outside. The package design even evokes the feeling of a
cosmetic brand.

“Also, in the battle to curb America’s obesity epidemic, portion control packaging has become popular.”

From Beverage World November 15, 2007