By
Outerspace Design Group
Lion Dairy & Drinks Pty Ltd
Barker Gray
Brickwood
Designed in
Australia
Description
A bottle redesign for Australia’s best-selling orange juice. The new shape has an uplifting feel with proud shoulder and easy-grip waist for people on-the-go. Outerspace also helped consolidate the thread format for the 500ml and 375ml sizes to accept standard and pop-top closures for production and logistical efficiencies. Ergonomic and car cup friendly, the combination of structural and brand design has grabbed the attention of consumers and reminded them of the healthy and convenient chilled beverage alternative when on the go and needing a light energy boost, lifting sales beyond initial forecasts.
Key Features
and/or Benefits
Although the large formats are popular with families, the Daily Juice impulse range hadn’t changed in years, was considered generic and outdated, and was experiencing increased competition from image-based beverages such as energy drinks and iced teas. The Brand Manager wanted an aesthetically “ownable” form appealing to the modern consumer. The unique new design is taller, with a high proud shoulder providing a stronger shelf presence. The tapered waist and flowing recessed rib provides a more dynamic appearance and sense of motion. A high label position is more attention-getting, and returns juice as the "Hero" - a key purchasing motivator.
The original bottle was available in 500ml screw top and pop top with different bottle styles, neck finishes and closures, and a 300ml variant. The redesign rationalised the range to one style in two sizes – 500ml/ 375ml – with a common preform and neck finish, while retaining the benefit of screw top and pop top formats. This created efficiencies in line changeovers, logistics, handling, product wastage and spoilage. The bottle was designed to be compatible with various filling and capping equipment around Australia. Considerations on its touch points, tilt angles, top load strength, and labelling area were key.
The tapered “easy grip” waist works with dry or wet hands for kids and adults alike. A wavy recessed strengthening rib, improves both horizontal and vertical squeeze strength of the design allowing a firm grip without juice overflow. A careful balance between volume, cross-sectional area, and base radius increases stability of this tall bottle while maintaining compatibility with bottle cages and cup holders. Field research identified the benefit of a larger 38mm neck for consumption. The two closure options are suitable for “guzzling” or no-spill sipping. The large viewing area reminds hurried consumers of this healthy option in outlets.
Graphically, the brief required a contemporary and refreshed feel, communicating a more joyful and light-hearted approach to juice. The key challenge was to create a strong brand mark and increase standout within a limited label space. The new brand mark was created around the idea of the juice squeezer bringing to life the fresh juice proposition, while the delicious fruit illustrations in the foreground lead you into an idyllic, almost utopian summer orchard setting. The high product visibility and bright graphics remind busy consumers that juice is a refreshing source of energy and natural alternative in the convenience category.