The package design stakes seem to be at their competitive best when it comes to beverage bottles. Not only are the concepts constantly pushing the envelope, but the design follows closely afterwards.

Take the curious case of Whatever drinks, playing on the fact that mostly people are pretty unfussed about what they’ll drink when asked (ever answered a host “anything is fine” or “whatever”?) All the labels from Singapore marketing company, Out of the Box, look the same, but the content is a surprise each time.

A can of uncarbonated Whatever could contain anything from ice lemon to chrysanthemum or an apple tea while a can of Anything will be something fizzy, be it cola, lemonade or root beer. The gag is kept up by the packaging being the same every time, but the flavor is kept a surprise until the consumer actually cracks one open.

Catching the eye of the judges at the 2008 Australian Graphic Design Awards was the work of the good people at Australian company, War Design for the product “12 inches.”

Briefed to develop the labeling on bottles of fresh fruit syrup used in bars and cafes for mixed drinks that came in 12 inch bottles, the designers came up with a solution that demonstrates how simplicity can still be a point of difference. Printing the labeling info onto 12 inch long packing tape in colours that exactly match the contents of the bottle and wrapping the sticker diagonally creates a bold and striking effect. AGDA duly noted this and honored the design in the Packaging Distinction category.

In the cut-throat business of bottled water, Victorian-based company Cool Change Natural Spring Water is trying to keep ahead of the tide by going green in an industry widely criticized for its damage to the environment.
The bottle is fully biodegradable, shunning the usual PET plastic bottles (a polymer plastic derived from crude oil) Cool Change is the first water company in Australia to use Ingeo PLA technology, which is a material derived from plant matter.

New Zealand’s Curious Design won the very prestigious recognition of gold medal last year in Monaco at the Pentawards an international competition that recognizes creative excellence and innovation in package design.

The product, Sero², is rather curious itself. Invented in Auckland and manufactured by NZ Aquaceuticals Ltd, you would be forgiven at first for thinking it is just another sparkling mineral water. Ah, but wait, does your regular mineral water contain the amino acid L-tryptophan which encourages production of serotonin, a brain neurotransmitter linked to mood control? Suck on that, Evian.

Nigel Kuzimski, director of curious design, explains “the challenge for Curious was to reflect the attributes of Sero² in the packaging design. This was achieved by creating a harmonious, understated image that attracts the consumer by its simplicity and integrity.”
But maybe the judges were just charging on happy hormones from their complimentary bottle of the stuff and were feeling generous.

In a noble example of practical design versus the 60 million plastic bottles thrown away daily in the United States, this is an idea that’s bound to make someone a lot of money. Here’s hoping the dosh ends up in the hands of Brand Image, the creators of the 360 Paper Water Bottle a sustainable, recyclable drinking container made from 100% renewable materials. Winner of the Ecodesign category of IDEA (International Design Excellence Awards) in 2008, it is a simply beautiful innovation.

“Audaciously, we don’t always wait for clients to tell us there is a problem to be solved- It’s no secret that blow-molded plastic bottles are filling landfills… Plastic bottle usage is only increasing with time. “ Jim Warner, Managing Director, Industrial Design Brand Image.

So they just went ahead and made it. The only problem is nobody wants to put their water in it yet.

As leading package design bloggers of the universe, The Die Line, pointed out, Beck’s is currently playing Dress the Bottle on their Italian website allowing consumers to vote for this year’s Special Edition label design, a growing trend in packaging.

Article by Estelle Pigott

Tags: beverage bottles, design awards, natural spring water, package design, packaging design, pet plastic bottles, water company