Beverage Roundtable: Package designs that elevate mainstream products

How do you sell a mainstream product with better-than-mainstream design? Experts Rick Barrack, Will Burke and David Padula went shopping for the answer. Here's what they found...

Bob SperberSpecial Projects Editor

Jul 12th, 2012

Rick Barrack of CBX chose Stewarts Fountain Classics, steeped in nearly a century of tradition. Will Burke of CB'a Brand Engine chose Orangina, France's top-selling carbonated citrus drink with a strong U.S. presence. David Padula of p design lab chose Miller 64, a fascinating redesign of an unchanged product, Genuine Draft Light. Each brand is well established but uses a different strategy to convey a unique identity.

A question for you who watch this episode: What would you change if you were to take-on a redesign? Hope to see you in the comments section.

p design lab

CB'a Brand Engine

CBX

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Dr. R. Andrew Hurley

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Mars Wrigley Develops, Tests Paper-based Packaging for Balisto Chocolate Bar

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More in Home

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Jason Blake, Chief Sustainability Officer for PepsiCo Beverages North America

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On the Rocks Product Line

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The stand-cap pouch format clearly differentiates this new honey package.

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Two finished jar formations are gripped by an F2 robot and placed into cases.

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