Feminine canister is also robust

In redesigning the multi-serve packs of Crystal Light powdered beverage in 2009, Kraft merged clean graphics with keen consumer insight and technical prowess.

Kraft-ed innovation

"Our Crystal Light packaging is eye-catching, unique and feminine, so it speaks to women-our core consumers. But it's not just about looks. It's easier to open and uses nearly 10 percent less material per package and 25 percent less material in our shipping trays. That adds up to 250 tons of packaging per year. Now we can fit 33 percent more packages per pallet, which means more packages per truck and fewer trucks on the road.

"We did this project because we needed to reinvent the brand-rediscover the brand essence and where our consumers were today, and where they saw the Crystal Light brand going in the future. Like many projects, we worked with external suppliers for certain know-how, and there was external work with focus groups for updating the brand image. In all, we did a great job creating the most robust canister we could develop.

"The Crystal Light redesign was done in stages over a few years, and launched on shelf in late 2009. The main innovations with Crystal Light were packaging that's easier-to-open and pour than before, plus a canister that's more efficient and appealing on shelf, and even uses less packaging so there's less impact on the environment. All told, it's innovative for our consumer, the customer and the planet.

"We worked with our own technical experts and reached out to our consumers, innovating to develop a more sustainable and eye-catching packaging. 

"A critical design principle was to relate to our core consumer-women. We accomplished that by integrating a feminine, slender look to the package. The challenge was to elevate the current canister to meet her needs, as well as making it more environmentally friendly.

"In combining the shape and clarity of the canister, there were technical mold process capabilities we had to overcome. There were also a lot of aspects of the sleeves we could choose in designing the outer look, and always had to keep protection of the product at the forefront

"We found the right balance in this project—sustainability, engineering depth and design elements, and beginning and ending with the needs of our consumers and customers. The most significant add is finding the right balance to deliver innovation."

Kraft-ed innovation

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