Brandhouse WTS has designed the structural and graphic packaging for drinks manufacturer Robinsons’ first foray into the organic sector.
Robinsons Organic, which launches nationwide at the beginning of August, will be available in orange and lemon flavours. Brandhouse WTS won the work, which is worth £100 000, as Robinsons’ incumbent design consultancy.
The Organic range had to communicate the natural goodness of the product, says Brandhouse WTS design consultant Paula Macfarlane. The label features photography of fruit shot in a natural light. It is shown in abundance in a natural wooden crate against a pastoral backdrop, she adds.
The product is packaged in glass bottles with an embossed logo to “emphasise the authenticity of the product”, adds Macfarlane. “The darkgreen glass helps to communicate both organic and timeless values of the Organic range, as well as improving shelf life with its dark colour,” she says.
The organic sector accounts for about 1.5 per cent of the UK food market. Sales estimates for 2000 are £770m, a growth of 40 per cent since 1994, according to research from Mintel.