AVALLEN PAPER BOTTLE DESIGN
From Glass to Paper: Redesigning Packaging for A Purpose Driven Brand to Fit a More Sustainable Format
Following a successful brand launch and four years trading, we were tasked with redesigning the look & feel of the Avallen Spirits’ glass bottle to a fit a new, more sustainable format: the Frugalpac paper bottle. We created a visually appealing, lightweight and sustainable packaging solution, ideal for on-shelf and eCommerce, that aligned with Avallen’s existing brand world and made it easy for consumers to choose a planet positive spirit.
Packaging Redesign | Brand World | Visual Identity
The Challenge
Today’s consumer is faced with a deluge of information. From being bombarded with a constant stream of content (approximately 5,000 ads per day), to having hundreds of options at their fingertips, the fight for consumers attention is increasingly difficult.
Nowhere is this truer than in the product sector, where with multiple options to choose from, the market is crowded & noisy. With consumers more environmentally conscious than ever, more and more people are beginning to think about the impact their shopping habits have on the planet and choosing to make sustainable choices.
Avallen’s new paper bottle needed to cut through the noise, communicating the brand’s sustainability credentials in a punchy, straightforward & easy to understand way, making the choice to purchase as simple as possible for the consumer.
Insight
Avallen is a brand with a real and powerful purpose, which comes to life through its B Corp Status, 1% for the Planet and mission to be the world’s most planet positive spirits brand.
Having created the original brand world and packaging design for the launch of Avallen’s calvados in 2019, we knew the new design must continue to educate, whilst remaining true to the brand’s visual identity and tone of voice and fitting like a glove around its new 360-degree canvas.
The APPROACH
Key to the design adaption was ensuring that Avallen’s complex climate positive messaging and environmental credentials were delivered in a visually impactful, clear and concise way, making it easy for consumers to choose Avallen in shoppable moments over competitors.
Keeping Avallen’s signature illustrations, the bee, apple tree branches & apples, and bold colour palette, each graphic element and on-pack messaging was carefully considered to wrap seamlessly around the bottle and link back to the world of calvados, whilst clearly communicating to consumers what type of drink they were purchasing.
THE WONDER
In a crowded marketplace dominated by glass, the new Frugalpac paper bottle opens up new markets and channels previously unavailable to Avallen. The uniqueness of sustainable packaging and relative rarity of decomposable packaging solutions, means that the new bottle offers a stand out option that consumers find easily acceptable and creates greater demand amongst retailers.
The market for paper is considerably less competitive than glass, and new sustainable bottles mean an increased possibility of new contracts for Avallen, as well having the potential to increase rate of sales.
Award Winning
We are delighted to say our work was recognised by Harpers Wine and Spirit winning SILVER at the Design Awards 2022 under the repackaged category for an established product that has seen a packaging change in the last 12 months.
The award further strengthens Avallen’s position as a brand that puts sustainability front and centre and taps into consumer demand to reaffirm eco-friendly values and make more sustainable lifestyle choices.
