Crystal Light Mocktails in Appletini, Margarita, and Mojito flavors launches in fun and festive shrink-sleeve packaging. This new limited-edition product line aims to be an alternative to popular summer beverages by combining great taste and low calories, allowing consumers to enjoy the familiar flavors without the alcohol or excess calories. Crystal Light Mocktails is available nationally until Labor Day (September 5, 2011).
The Crystal Light design team partnered with brand consulting and design firm Landor Associates to bring this new product to life with an idea inspired by the celebration and refreshment associated with these classic cocktail flavors. The results are these new shrink sleeves with a vibrant, lively graphic pattern and custom color palettes for each flavor. In order to increase appetite appeal, the packaging's visual elements features the fruits used to create the flavors, springing forth from the classic glasses the drinks are served in.
"We're extremely proud of the special edition packaging we've completed for Crystal Light," says Dave Ball, associate client director at Landor. "Being easily inspired by these traditional summertime flavors, we were all able to come up with multiple concepts that illustrated the whimsy and joy it inspires, while highlighting the ingredients featured in each flavor."
To complement the new Crystal Light offering, Landor also created a visual identity system that supports the new packaging and off-shelf displays.