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News Release from: Blue Marlin Brand Design | Subject: Drinks packaging
Edited by the Marketingservicestalk Editorial
Team on 23 March 2007
Blue Marlin creates striking drinks pack
The first entirely natural isotonic thirst quencher, Dr Antonio Martins' Coco Drink, has been given a radical new look by Blue Marlin Brand Design.
The new brand identity, packaging and collateral has been created to help launch the new range of coco juice, milk and cream to the UK market Coco has been a considerable success in continental Europe but for the more competitive UK juice and smoothie market, Blue Marlin has been tasked with creating a more premium positioning for the product
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
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The strategic brand design agency has done this by creating a category-breaking treatment that will achieve dramatic standout.
Blue Marlin has repositioned the brand to appeal to people who really take care of their appearance or wish to mitigate the toxicity of their work-hard, play-hard lifestyles by drinking something purifying.
The branding architecture and product claims have been reconceived to communicate Coco's nutritional and anti-ageing benefits, patented extraction technology and the refreshing nature of the products.
Blue Marlin has designed a new logo for the Dr Antonio Martins' umbrella brand: a coconut leaf sprouts from the letter 'd' to communicate his expertise in coconut biology.
The new-look Elopak cartons communicate the wholesomeness of the product by depicting the whole green coconut with pack variations allowing consumers to understand instinctively the different characteristics of each product.
The overall design creates a family feel to the range.
Coco Juice shows a photograph of coconut floating in water to reflect its purity, clarity and refreshing nature.
Coco Milk shows the coconut suspended in milk to communicate its light, milky texture.
Coco Cream comes in a black pack with the silhouette of a coconut to emphasise its indulgent richness.
Martin Grimer, Blue Marlin's executive creative director, said: "We went with a highly photographic route to reflect that nature can't be improved on.
"Dr Antonio Martins' Coco is the purest coco juice around and is extracted by a specially patented method Dr Antonio Martins created that ensures the juice never comes into contact with light or air - so consumers get to drink it as nature intended - straight from the nut.
"The new packs communicate the products' technical superiority and help engage with consumers in a crowded market".
Blue Marlin was appointed to the project in November 2006.
Dr Antonio Martins explained why he came to Blue Marlin: "The designers offered a tremendous amount of strategic insight, creative passion and commercial acumen.
"I was very impressed".
The design will be rolled out across liveries, website, POS, advertising and press materials in the future.
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