Menton: Redefining Flavored Water with a Refreshing Design

Creating a Lighthearted and Healthy Brand Image

Menton stands out in the market as a healthy and light-flavored water, priced the same as regular water. However, with its rapid success, it now faces numerous competitors offering similar packages and prices. To maintain its market position, Menton has adopted a strategy to premiumize and differentiate itself without compromising its health attributes. The goal is to reposition Menton as a higher value product while keeping the current affordable price. The recent redesign plays a crucial role in achieving this objective.

Menton's new packaging design showcases a restyled straight bottle shape that is not only visually appealing but also lightweight, weighing only 17.85 grams for a 500 mL bottle. This innovative design choice not only enhances the product's aesthetic appeal but also contributes to energy-saving during the production process. The use of Sidel Predis Dry Aseptic line ensures that Menton can be produced without the need for any preservatives, further emphasizing its commitment to providing a healthy beverage option.

The target audience for Menton is price-sensitive teenagers aged 15 to 25, primarily students and young white-collar workers. By understanding their preferences and aesthetic requirements, the design team aimed to emotionally resonate with this group. The new brand personality exudes qualities such as humor, relaxation, youthfulness, activeness, fashionability, and positivity, all of which align with the target audience's aspirations and tastes.

The Menton redesign project commenced in September 2019 and concluded in December 2019. The collaboration between design teams in Italy and Shanghai resulted in a visually striking and functionally efficient packaging design. The production of Menton takes place in Beijing, utilizing state-of-the-art technology to ensure the highest quality and safety standards.

The challenges faced during the redesign process were twofold. Firstly, the design team had to find a way to elevate Menton to a higher value product category while maintaining its health attributes. Many soft drinks in the market are perceived as high in sugar and unhealthy, making it crucial for Menton to stand out as a healthier alternative. Secondly, the team aimed to strengthen the brand image and foster a deeper connection between Menton and its consumers to increase loyalty in a highly competitive market.

The new Menton design successfully addresses these challenges, creating a unique and refreshing brand image. The bright and jaunty color palette, combined with the random illustrated lemon pattern, conveys a relaxing and healthy mood. The metallic 'Tiffany blue' adds a touch of elegance and unifies the brand's various flavors. In a market crowded with homogeneous products, Menton has managed to differentiate itself and capture the attention of its target audience.

The redesign of Menton has not gone unnoticed in the design community. In 2020, it was awarded the Bronze A' Design Award in the Packaging Design category. This prestigious award recognizes designs that exhibit outstanding creativity and ingenuity, incorporating best practices in art, science, design, and technology. Menton's redesign exemplifies strong technical and creative skills, contributing to improvements in quality of life and making the world a better place.