Page 18 - Packaging News Jan-Feb 2020

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DESIGN www.packagingnews.com.au January-February 2020
Creating category cut-through
Designs that deliver natural cues, pops of colour, playful presence and authentic brand stories form the focus of this round- up of new food and beverage packaging making its mark on Australian supermarket shelves. Doris Prodanovic reports.
1GOOD EARTH KOMBUCHA
GETS A BOLD REBRAND
Good Earth Kombucha has escaped the shelves of health food stores and entered mainstream supermarkets and cafés with a brand refresh developed by TATA Glob- al Beverages Australia and creative part- ners Boldinc.
With the trend toward healthy beverage alternatives on the rise, kombucha is becoming more commonly consumed in replacement of alcohol and soft drinks.
Boldinc global creative director Jon Clark said the Good Earth Kombucha pack- aging design was developed to convey a tone that is as playful and balanced as the lifestyles of its drinkers.
“While the previous design satisfied the ‘natural health’ image, a new persona was required to be inclusive of more relaxed, everyday drinking occasions – at your din- ner table, social events, the beach, and as a part of your favourite cocktail,” says Clark.
“This sparked the opportunity to redesign Good Earth as a brand that showcases its vi- brant flavour first as well as its commitment to good-for-you, good-for-the-earth beverag- es with natural ingredients at the heart.”
Boldinc and TATA Global Beverages Australia evolved the Good Earth logo to be stronger and bolder on shelf, and used textured off-white paper stock for the labels to create a natural look.
The design features abstract shapes to represent the ingredients and flavour
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experience in an unexpected way, com- pared to cliché fruit imagery, while also using flat, simple colours to achieve “a na- ïve, honest feel”.
Good Earth Kombucha is now available in Woolworths stores in 750ml formats across three flavours – Lime and Mint, Lemongrass and Ginger, and Passionfruit and Lime.
Also in 330ml bottle format via the Good Earth website are cases of 12, for flavours Passionfruit and Lime; Pomegranate and Acai; Peach; Blood Orange; and Lemon- grass and Ginger.
REINVENTING TO EXCEL
Iconic Australian jam brand IXL has refreshed its look after working with brand and design agency BrandOpus. The new design dives deep into the history of the
brand to help deliver a competitive advan- tage on shelf.
Sitting under the SPC banner of brands, the IXL story began with its founder Sir Henry Jones in 1898 who was nicknamed the ‘Knight of the Jam Tin’. BrandOpus tapped into IXL heritage to visualise its founder’s philosophy on pack.
“The new visual identity plays into her- aldry, success, pride and Sir Henry’s phi- losophy, ‘I excel at everything I do’. The
brand’s heritage is an absolute treasure trove, full of interesting and funny stories, values and assets we could tap into,” says BrandOpus Australia design
director Adam Rickett.
“This is exactly the type of proj-
ect we love at BrandOpus. We look backwards, to grasp the root of the brand in order to create a brand platform that’s disruptive,