The design of Guara Viton drinks packaging for the UK market
Guara Viton packaging design
1. Launch the brand in the UK with the goal of replicating the huge brand following of the product in Brazil
2. Redesign the existing Guara Viton drinks label (pictured opposite) with the UK consumer in mind.
3. Create a visually engaging, dynamic, life-loving, energetic brand that projects the parent brand ethos of ‘Guarana Life’ the fountain of youth and the Amazon secret to a fun loving, feel-good life’
4. Information first! Communicate the origins and the ingredients of the drink – as the flavours and ingredients are very exotic by UK tastes, many of the ingredients will be unheard of by consumers.
5. Create appeal on both thirst-quenching and natural energy-boosting qualities. Communicate the functional benefits of the drink based around the brand mantra ‘vitality and energy from the rainforest’ which are wholly natural energy boosting qualities that gives you a time-released energy boost throughout the day.
6. Communicate the low-calorie qualities of the drink.
Enjoying life and getting the most out of your day with a natural energy boost was the underlying philosophy that went into every stage of the branding and design.
The first concept was to visually represent the drink literally coming right out of the jungle at you. The idea was to instantly communicate ‘tropical energy drink’ with graphics that were strikingly different to anything on the shelf. The graphic backgrounds were like across between tiger stripes and jungle foliage. Typography used a rough cut typeface to emphasise the exotic nature of the drink.
Concept two was based around Amazonian graphics to give the labelling a very tribal, down-to-earth jungle feel. The inclusion of the brand Toucan and Gecko pattern background represented the origins and the stencilling typography aimed to communicate a ‘transport crate from the tropics’ effect .
The third concept aimed to present the drink with a more refined informative approach. The map background communicates it’s Brazilian origin and the ingredient photography went a long way to give consumers the clear facts about the drink to encourage trial.
The final design and favoured route used elements from both concepts 2 and 3. Huge typography with ingredient photography came together to make a very impactful design. The new label took basic elements of the previous packaging and built a whole new look and feel to the brand whilst still retaining the brand essence of the colours and logo – still very much a Guara Viton, but with a much needed energy boost.
If you have any questions or would like to know more about packaging design please get in contact with me here and I’ll be glad to help.
Manufacturer’s Brand Overview:
Guaraviton: ‘Non Carbonated energizing thirst quencher’, ‘Vitality and Energy from the Amazon’, ‘Rio de Janeiro’s favorite beverage’, ‘Sustained pick me up, no crashes’, ‘Antioxidants inside’. Guaraviton is the absolute leader in the guarana beverages segment. It is distributed in more than 800,000 points of sale throughout the Brazilian territory and it is amongst the best selling drink brands in the country, with annual volumes of about 400 million litres. Guaraviton is a non-carbonated revitalizing beverage made from natural extracts that are well known by its energizing and nutritional properties, such as: – Guarana: a natural herbal stimulant that contains a form of caffeine called Guaranine, which is 2.5 times stronger than the caffeine found in coffee, but it is slower released and has a cooling action that revitalizes and relaxes. Guarana components aids on the fat burning efficiency of the CLA (Conjugated Linoleic Acid), increases metabolic rate, suppress appetite and enhance both physical and mental performance. – Açai: Like Guarana, the super fruit Açai (pronounced ah-sigh-ee) is a rainforest berry and is often found growing side-by-side with Guarana in the rainforest. Açai has the highest known levels of antioxidants of any natural food in the world today. – Ginseng: A well known stimulant. A 2002 study by the Southern Illinois University School of Medicine found that in laboratory animals, both Asian and American forms of ginseng enhance copulatory performance. In the US, Guaraviton comes in 3 flavours: Açai, Ginseng and Ginseng Diet.
Londio Trading are the exclusive importer of Guara Viton to the UK, Ireland and Cyprus.
Londio Trading works with the manufacturers of GUARAVITON in Brazil to supply this highly successful Brazilian energy drink internationally.
Guaraviton is the absolute leader in the guarana segment, and is distributed through about 400.000 points of sale throughout the Brazilian territory. It is amongst the most sold drink brands in the country, with annual volumes of 200 million litres.
All of the Guaraviton drinks that Londio supply are non-carbonated guarana-based beverages that combine the natural stimulant extract of guarana with herbs, minerals, vitamins, natural flavour & colouring.
Londio stocks 3 varieties; Acai extract, Ginseng extract, & Diet Guaraviton Zero (with Ginseng extract). We welcome contact from wholesalers who would like to stock this product.
www.bevnet.com/reviews/guaraviton/Guaraviton BevNET Review:
Guaraviton is an authentic Brazilian new age import. It is imported and distributed by On Time International Corporation, a subsidiary of Bebida Gostosa, the largest manufacturer of natural beverages in Brazil. This drink features two of Brazil’s favorite ingredients, guarana and acai (pronounced ah-sigh-ee). Like guarana, acai is a rainforest berry and is often found growing side-by-side with guarana in the rainforest. Acai has the highest known levels of antioxidants of any natural food and is one of the most sought after ingredients in the food/beverage world today. As a result, Guaraviton provides a solid pick-me-up. In terms of the flavor, Guaraviton has a natural berry-like flavor with a slightly bitter finish. It’s a flavor that is, in our opinion, doesn’t have mainstream viability. The packaging only furthers this, leaving a product that has limited mainstream potential in the US. In order to achieve mainsteam penetration, we’d recommend some changes in packaging and formulation to better suit the American consumer. Until then, we believe that this product only has limited market appeal outside of ethnic communities.