When it came time for Frucor Suntory to hit the refresh button on its Mizone brand, the drinks company looked to Sydney's Saltmine Design Group.
Frucor Suntory had seen declining sales of Mizone despite a strong start back in 2002.
In its first year, the brand grew in value to over $20 million.
By 2016, sales were starting to decline.
Despite this, Frucor Suntory had confidence that the brand had key assets that could be leveraged, including a hypotonic formulation which is clinically proven to hydrate faster than traditional isotonic sports drinks, and with a third less sugar.
Recognising that Mizone Sport brand was also resonating strongly with females in recognition, awareness and consideration scores, the packaging design group was challenged with repositioning the brand design as a ‘better for you’ sports drink for women and men who exercise and are wanting a lower sugar alternative to regular sports beverages.
Saltmine's new product design predominantly uses black with strong variant colours and stylistic illustrations of fruit to support the product flavours.
The use of strong, simple claims was also incorporated into the design to highlight the unique benefits of the product.
Saltmine Design Group ensured there weren’t too many messages on the front of the pack, with a clean label design and only key information written on the front of the pack.
Mizone Sport is available in Lemon and Lime, Strawberry and Lime, and Watermelon.