Zutec is a brand of natural juice capsules that are suitable for Dolce Gusto machines and with a registered technology. Its recent launching to national and international markets required a thorough work of repositioning of brand that could be reflected in a flexible way in the packaging of all products.
El primer ejercicio consistió en dotar a la marca de una identidad acorde a su posicionamiento, rediseñando su logotipo y proyectando sus atributos de innovación y los inherentes a los de un producto saludable, transmitiéndolos a través del uso del color y una puesta en escena sencilla y entendible.
A partir de un profundo estudio multicategoría (cápsulas y zumos) y de la obtención de los insights relevantes, priorizamos una serie de mensajes jerárquicos que se debían equilibrar y priorizar en el diseño del packaging.
The first exercise consisted on providing the brand with an identity according to its positioning. Redesigning its logo, projecting its innovative features and the ones attached to a healthy product, and transmitting them through the use of colours with a simple and clear launching.
Based on a deep multi-category study (capsules and juices) and on the significant insights obtained, we prioritised a series of hierarchical messages that had to be balanced in the packaging design.
The way of use and the identification of the product that opens a new category must be of special relevance as well as the messages related to its own naturalness, its nutritional equivalence and its absence of added sugars.
Packaging was developed for the three varieties of the current range (orange, peach and pineapple.) Its difference is noted through the chromatic adaptation based on each kind of fruit. In addition, we included the corresponding languages not only on a legal level but also on a nutritional one to get logistics optimisation for sale on different platforms of e-commerce, being Amazon the main client.