Zico brand restage began with a graphic refresh that focused on removing the hangover benefit from the brand's center stage. The new focus became one of a healthy and active lifestyle. We worked closely with the graphics and strategy team to develop a holistic bottle that was designed to work within the tight technical parameters while simultaneously conveying this new brand messaging.
This work was a true collaboration between the graphics, strategy, and the industrial design team. Resulting in a package that fulfilled the brand character, and provided a canvas for graphics, with a shape that is ownable for the category.
Establishing a New Category
This is a small sample of the range of exploration during the initial exploration phase of the work. The focus was on creating a shape that cued the natural fruit juice category while feeling active and modern.
The bottle shape needed to convey a sense of healthy living with an uplifting sense of an active lifestyle. It also needed to convey the sense of natural fruit. The coconut shape at the bottom paired with the graphics helped consumers understand instantly.
Throughout the design process, 3D printing was leveraged to help with decision-making and refine lead design directions. The blue mockups are shrink wrap tests that help the team understand the limitations of shrink wrap on certain details or features.
The bottle shaped delivered in 3 areas. The top dome shape cued the juice category. The center is an uplifting active waisted shape, while the bottom is meant to convey the coconut that is the product.
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© pauldiehl 2022
director of industrial design
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