Touch Packaging Innovation have redesigned the structural packaging for Lucozade Sport.
The core of the brief was to entice more people to buy Lucozade Sport more often, by designing a revolutionary bottle, perfectly suited to key consumer needs during sporting activities. Moving Lucozade away from the multitude of ‘me too’ sports drink brands and private-label offerings.
James Pryor, Creative Director and partner says: “The journey started by really understanding consumer behaviour in the context of sports and hydration. Getting real insights into their needs as well as understanding their frustrations with the existing bottle”.
It was critical for Lucozade Suntory, that the new bottle would seamlessly integrate with their existing production line. The team at Touch had the expertise to be able to marry consumer insight with technical insight. Touch’s ability to understand how the bottle needed to perform, to meet the needs of the consumer and the constraints of the business paid dividends.
Steven Hind, Brand Director for Lucozade says: “The team at Touch have done fantastic work, understanding our manufacturing process and where it could be influenced. We’ve been impressed with their detailed knowledge and understanding – resulting in a seamless transition to the new bottle structure with all trials proving successful. Whilst simultaneously driving purchase intent of the new pack +10% in parallel”.
The new bottle structure by Touch, integrates the graphic identity developed by Bloom. Both agencies worked together in order to create a truly holistic design that’s been ‘Made to Move’.
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