Africans go for London group

A London design group has been chosen over two African ones for a 200 000 packaging project for one of West Africa’s largest soft drinks manufacturers.

Astek Water Company chose Indigo Creative after a paid creative pitch. The group will design packaging for new product NatureZone and for existing drink Refresh.

NatureZone will be launched in Europe and Africa. Indigo is creating a “zany concept” for it, according to business development manager Stewart Hodgson.

Refresh is already sold in the UK and Europe. Its current packaging was designed in Africa and is “very bright, which suits the African market”, says Hodgson. Indigo Creative will make it “more modern” and it will be sold on both continents, he adds.

Both packs will be on-shelf by the spring, and aim to compete with brands such as Fruitopia, Tropicana and Five Alive, according to Indigo.