ITALY – While many brands have often struggled to restyle an iconic bottle design already well-established in consumers’ minds, domestic drinks company Ferrarelle succeeded with a packaging design that has not only been refreshed, but also provides ergonomically benefits.
Although it was widely recognized and appreciated by consumers, Ferrarelle decided to update Vitasnella water brand image in 2012 to one that is able to transmit - through more up-to-date aesthetic and iconographic codes - not only the brand’s promise but also to improve the performances and ergonomics of the packaging, making it consistent with the perception of quality that its consumers - men and women who love wellness and sport activities – have of the brand.
The restyling, entrusted to the design center of P.E.T. Engineering – an Italian specialist in the design and industrialization of PET containers - resulted in a container with a tapered and harmonious shape, obtained thanks to a change of the proportions of the upper and lower parts of the bottle.
Besides changing the bottle shape to one that evokes feelings of fitness and good health – the benefits of the brand’s promise, the lightness is also visually represented by removing the complex decoration of the previous version. Instead, a graphic garnish was inserted, starting from the shoulder and flowing sinuously along the body to symbolize water entering the body and eliminating excess fluids and toxins.
The graphic ornament, apart from being a meaningful element, has a structural design function and strengthens the grip area, which was developed according to ergonomic and anthropometric factors, making the packaging easy to handle and use.
“The new shape bottle meets perfectly the needs of manageability and practicality which are essential for our target customer, women and also men aged between 25 and 45 who have an active life and play sports regularly,” explains Gabriele Monda, Brand Manager of Vitasnella.
“The light-weighting of the bottle, and more precisely, the modification of the handling make the bottle more ergonomic and easier to use.
“This innovation is really relevant because the brand Vitasnella can highlight its own positioning, not only through the activities above and below-the-line already explained, but also through its packaging,” she adds.
A restyling that expresses the brand’s promise by creating a strong synergy between packaging and communication.