British design studio Horse has created a trunk-shaped carton and Norse iconography-inspired identity for birch sap drink Tapped (+ slideshow).
Birch water – sap collected from the trunks of birch trees – is a traditional drink and medicinal ingredient in Finland, according to the studio. However the beverage is not common in the UK, which has been identified as a target market for the product.
"Clarity of product communication was therefore paramount, so we used the packaging structure to our advantage," said Horse founder Ian Firth.
Tapped's cylindrical can is made from 75 per cent wood and is designed to resemble the white stripy bark of a birch tree trunk.
"This helps overcome some of the challenges of communicating an unusual new product, but equally distinguishes the water from other beverages," said Firth.
The recyclable can is mostly made from renewable paperboard, which is sourced from sustainably managed forests.
The Tapped label wraps around a section of the cylinder, and features an extended tab with a tree-shaped logo – apparently "a reference to tagging of young saplings". Orange, pink and blue labels have been used to differentiate between flavours.
"The design has been considered holistically, with both the packaging and the product helping to contribute to the preservation of forests", said Firth.
Designed to reference Norse iconography, the Tapped logo includes a graphic tree shape that doubles as an upwards pointing arrow – representing the way sap travels up the tree before being collected.
"We knew that to create the birch water market here in the UK, we'd need to educate consumers, so innovative attention-grabbing packaging would be vital," said Tapped founder Paul Lederer.
New York designer Joe Doucet also recently created packaging to promote a drink for a new audience. His bottle and branding for SŌTŌ sake reinterprets Japanese aesthetics to appeal to a western audience.
The post Horse's packaging for Tapped birch water is designed to resemble tree bark appeared first on Dezeen.
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