MERCHANT’S HEART
PACKAGING AND SHELF COMMUNICATIONS REDESIGN
Ensuring standout through Japanese authenticity that enhances the spirit
Packaging Design | Production Consultation | Shipper and Shelf Communication Design
The Challenge
Merchant’s Heart is a premium mixer that enhances the spirit in the drink, honouring the Suntory vision of creating exceptional drinking experiences.
With meticulous attention to detail and the pioneering spirit of Suntory’s founder Shinjiro Torii the team behind Merchant’s Heart crafted mixers and sodas that allow the flavour of premium spirits to shine through.
Having launched in 2015 with packaging that created some distinction in the mixers category, Wonderworks were briefed to evolve the approach to both increase the communication of the Japanese roots, while bringing down the cost of goods.
THE APPROACH
Taking the challenge of cost reduction head on our approach was to fully understand the parameters that drove cost into the packaging production, and use that insight to determine a design approach that inherently delivers cost savings without compromise on brand communications and shopper appeal. Bottle shape, embossings and mouldings, label shape and cap were all taken into consideration through the creative development phase to enable a cost-considered approach to standout design to the bottle that complements the liquid within.
bottle design development
The INSIGHT
Bottle embosses are a way to create a multi-sensory, premiumised bottle offering which creates long term cost reductions after initial set-up. An instant win for both creative approach and cost reductions which unlocked explorations that could then deliver on brand communications, category expectations and, most importantly, is easily shoppable by consumers.
By leveraging the ‘kanji’ – the Japanese symbol for joy which is connected to the brand DNA – in the glass of the bottle, and improving the brand lock-up the resulting bottle design was simplified, and had more standout on shelf, whilst also delivering on all of the right premium cues which connects with the aspirations of shoppers willing to pay a little more for quality products.
THE WONDER
The cost of goods was reduced by a huge percentage which surpassed the client goals.
Beyond cost, the bottle design and brand mark evolution increased the premium perception of the brand whilst also making it more easy to understand as a consumer. A colour and naming strategy was rolled out across the range which improved the messaging hierarchy and resulted in a range that is easier to understand and shop. The design not only elevates the Japanese roots of the brand, it also delivers a more simplified, and impactful brand and product communication.
The design strategy was taken beyond the bottle to shipper cartons and simple off trade shelf POS which aid shopping sign-posting and increase sales.
Having delivered a successful packaging redesign, Wonderworks were also briefed by the on trade team to create bespoke Brand Ambassador education kits. These BA kits equipped the team with everything they need to go out into the trade and educate on the product, brand story and drinks strategy with ease, and in line with the brand DNA. Wonderworks helped Merchant’s Heart to refine its brand look and feel through packaging and trade selling tools, allowing for a more consistent, elevated delivery of the brand in both the on and off trade.
