Youthful packaging design by Sidel opens a new page for Menton Sidel packaging team in Shanghai , China redesigned the package of Menton flavoured
water by integrating youthfulness into its health attribute. The straight-wall lightweight
PET bottle, which weighs only 17.85 grams for the 500 ml format, conveys the sense of
modernity and is a statement of sustainable packaging. Targeting young consumers in
China, this new design differentiates Menton as a premium choice among other Ready-
to-Drink (RTD) flavoured water brands in the market.
Menton is a RTD product sold in convenience stores and markets around schools in medium-
sized cities in China. After three years of rapid sales, Menton flavoured water faced growing
competition in the market with similar packages and prices. Considering that Menton’s
customers are price-sensitive young people who have grown up together with the development
of China’s advanced internet culture, the brand decided to restyle the brand personality and
resonate with them by repositioning the drink as a higher value product. To do so, they trusted
in their long-term partner Sidel to develop a new packaging design from a concept to the
industrial realisation of the product, which is also, but not only being produced on three Sidel
Aseptic Combi Predis™ PET packaging lines at a very fast output of 60,000 bottles per hour
(bph) per line. Drink that brings to a Mediterranean holiday Sidel’s team conjured up a completely new bottle concept, including iconic bottle shape and
label designs.As Menton flavoured water is available with multiple fruity flavours, the inspiration
of the new look was one of the ingredients – lemons – that are harvested in Europe. As an association with the ideal, sunny Mediterranean holiday was applied to the new design with
the help of a bright and jaunty colour pallet: the unique metallic “Tiffany blue” colour gives an
exquisite brand image and unifies the different flavours, but the illustrated fruit pattern with its
lighthearted, funny and relaxing mood conveys the healthy and natural attributes of the drink.
Sleek design combines strong capability
The challenge for Sidel was how to premiumise Menton and retain it s health attribute in the new
high valued soft drink category, because many soft drinks give the impression of containing high
in sugar and unhealthiness . It is also crucial to build a stronger brand image and further improve
the relationship between brand and consumers to increase the loyalty.
“Following the overall packaging design trend in China, we decided to create something more
contemporary for young people who are the main target audience for the drink, moving away
from complex and technical design structures. Therefore, we came up with a straight-wall
lightweight PET bottle, which weighs only 17.85 grams for the 500 ml format and is unusual for
premium packaging,” explains Steven Xie, Packaging Director from Sidel Greater China . The
production process of the re-styled bottle is also more sustainable, reducing material and
energy consumption due to its light weight . The new bottle also achieved performance
requirements for transportation and storage.
Based on customer’s insights, specifications, supply chain conditions and product goals, Sidel
supported from packaging conceptual graphic design and technical design to label design. In
addition, Sidel provided all feasibility studies and performance tests, including dimensional and
mechanical tests for thickness and weight. Within this project packaging experts also supplied
three series of moulds and supported the industrial production to ensure that the bottles were
performing across the supply chain according to initial specifications.
Since the product launch on the market in May 2020 and its recognition by packaging design
experts with the “A’Design Award” in 2019-2020, it has already received positive feedback from
its target audience.