| Simeon Goldstein: Thinking outside the bottle
Simeon Goldstein, packagingnews.co.uk, 02 December 2009
Last week, I received a number of concept designs for wine bottles from container glass manufacturer O-I.
They're all good-looking designs (see below) that would catch my attention in the supermarket wine aisle. O-I has created the concepts to demonstrate how brands can use packaging to catch shoppers' attention in store and come up with a product that really stands out against a sea of standard 75cl bottles.
The argument is that, even in a highly traditional market like wine, new sizes and shapes can communicate a product message and encourage brand loyalty.
Of course, innovative shapes are nothing new. Take yoghurts. The one that stands out from the crowd for me is the M¨¹ller Fruit Corner with its distinctive two-compartment format.
And in the wine category, too, Portuguese wine Mateus Ros¨¦ has a distinctively shaped bottle. Then, there's the HP square bottle, the Pringles tube and the Toblerone pyramid carton, that grabbed the top spot in our Most Admired Brands survey. |
