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Article | September 14, 2011
Mocktail labels capture feeling of summer freedom and festivity
Kraft Foods' Crystal Light brand has launched a limited-edition product this summer in vibrant packaging designed by Landor Associates.
New Mocktails powdered drink mixes in Appletini, Margarita, and Mojito flavors are available nationally until Labor Day 2011, providing a low-calorie alternative to popular summer beverages. Packaging consists of a 1.62-oz oval column container made of polypropylene, decorated with a full-body shrink-sleeve label. Inside, five film stick-packs hold the powdered drink mix, each one of which can make up to two quarts of the beverage. The challenge of the design, says Landor, is that as a limited summertime offer, Mocktails would not be shelved with the rest of the Crystal Light family on the powdered beverage shelf, but placed within large promotional display units. Landor was asked to create a design that celebrated the spirit of these fun drinks—one that captured the freedom and festivity the Crystal Light consumer associated with a "girls' night out." The design needed to break through the clutter and signal the presence of these new and exciting flavor offerings to consumers.Landor's solution was to create a vibrant, energetic graphic style that expressed the spirit of these cocktails and the joy of sharing them with friends. Each flavor has a unique color palette and pattern that springs forth from iconic cocktail glass shapes. To increase appetite appeal, signal refreshment, and distinguish the uniqueness of each flavor, a combination of illustrations and photo elements were employed. Ultimately, the combined design features made a powerful statement for this limited-edition Crystal Light offering. Sales of Mocktails were double the initial estimates, and the brand has been able to secure placement well beyond the powdered beverage aisle and within the "summer" sections of key retailers across the U.S., Landor relates.
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