By
Outerspace Design
Heinz Australia Limited
Designed in
Australia
Description
In a highly competitive consumer market often driven by only cost and process improvements, the Golden Circle Chilled Juice bottle is a landmark design bringing the consumers needs and desires back in frame.
This bottle innovation is a first for Australia and this category globally. The elegant, streamlined design disrupts the consumer visually against on shelf competition, featuring a sculptured central handle for easier
Key Features
and/or Benefits
A central POS facing handle and symmetrical bottle design is a unique offer in this commodity filled, high volume FMCG category.
The intuitive ergonomically designed handle provides easy lift-off from the shelf and improved access from the fridge door.
The centrally located neck finish above the widest part of the bottle provides an "anti-glug" feature for easy flow.
A lower centre of point of gravity provides better balance when pouring - especially for children.
The simple and clean aesthetic has enlarged the branding area and increased its presence on shelf.
The intuitive ergonomically designed handle provides easy lift-off from the shelf and improved access from the fridge door.
The centrally located neck finish above the widest part of the bottle provides an "anti-glug" feature for easy flow.
A lower centre of point of gravity provides better balance when pouring - especially for children.
The simple and clean aesthetic has enlarged the branding area and increased its presence on shelf.
Molded in a natural HDPE, the bottle design stands alone with a sense of sophistication and style of a wine carafe, rather than the engineered, commodity forms often found in this category. A high level of detail finishing has been applied to the clean tangent lines that runs the length of the handle to the brand panel; the access points in the handle area for the correct balance and fit in hand; the position of the collar around the neck region so as not to interfere with line filling speeds. All stylised elements were adjusted to fit within the maximum bottle planogram so as to maintain current packing efficiently and fill point targets.
Designed with the consumer in mind, the Golden Circle Chilled Juice bottle brings a holistic fresh solution to the chilled category.
The centrally located handle is the first consumer touch point, with its purposefully designed contours immediately drawing your attention. Its ergonomic form and generous handle opening encourages an intuitive grip which positions your thumb behind the neck providing full support. This hand position allows the consumer full control and balance through the pouring action, from the first pour through to the final drop.
The centrally located handle is the first consumer touch point, with its purposefully designed contours immediately drawing your attention. Its ergonomic form and generous handle opening encourages an intuitive grip which positions your thumb behind the neck providing full support. This hand position allows the consumer full control and balance through the pouring action, from the first pour through to the final drop.
As with all products designed for the FMCG market, efficiency of materials and distribution is paramount to long term success. Despite the radical design versus others produced in this category, the Golden Circle Chilled Juice bottle achieved best possible, efficient carton & pallet utilisation targets. The bottle was designed to ensure premium performance through all levels covering manufacturing, filling, distribution, handling and consumer use. The unique attributes of the bottle design itself has extended the ranging of this brand nationwide.
Since its launch in September 2010, the Golden Circle Chilled Juice bottle claimed three industry awards in categories such as Innovation, Beverage and the acclaimed 'Best of Show' at the Packaging Council of Australia's 2010 Packaging Awards.
The PCA judges were in overwhelming agreement of its stand- out success in the market-place and saw this as "a very deserving winner. They concluded that the entry met and surpassed the criteria required for Best of Show: excellence in all three areas: functionality, aesthetics and innovation. A revolutionary design guaranteed to intrigue and encourage consumer purchase."
The PCA judges were in overwhelming agreement of its stand- out success in the market-place and saw this as "a very deserving winner. They concluded that the entry met and surpassed the criteria required for Best of Show: excellence in all three areas: functionality, aesthetics and innovation. A revolutionary design guaranteed to intrigue and encourage consumer purchase."