A popular Japanese ready-to-drink beverage is to launch in Britain in specially designed packaging aimed at resonating with UK consumers.
Originally launched by Suntory Holdings in Japan in 2005, the -196 brand uses technology to freeze fruits by using liquid nitrogen at -196°C and the frozen zest, pulp, and juice are then crushed into powder and infused with vodka.
Following a ‘proven track record’ of successful collaborations with Seymourpowell – including the branding and packaging of Ribena – Suntory opted for the strategic design agency to lead the UK pack design of -196.
The firm was tasked with adapting -196’s existing packaging design to resonate with a British audience, whilst also elevating the drink and matching the popularity it already receives within the Asian markets.
Seymourpowell’s initial step was to understand the appetite for a Japanese product with British consumers, as well as how it could translate geographically. Consumer research sessions led by Suntory helped to evaluate consumers’ responses to a variety of packaging concepts, before embarking on the production phase.
As a result, the chosen design ‘subtly’ adapts -196’s global base packaging whilst introducing unique graphic embellishments – such as a Japanese quality stamp, which Suntory said reiterates the drink’s heritage. Additionally, ingredient visuals such as the shards of ice initially featured in the brand guidelines were simplified and modernised. Ultimately, the agency aimed to create a unique twist to the original design by shifting the display of text and updating the visuals to cater to a Great Britain audience.
Allison Spence, creative director at Seymourpowell, said, “We’re thrilled to unveil our UK adaptation of the packaging design for -196 in collaboration with SBF GB&I. Our goal was to seamlessly blend the essence of Japanese culture with the vibrant energy of British consumers. Through extensive consumer research and iterative design processes, we’ve crafted a packaging that not only captures the authenticity of -196 but also resonates with local audiences. From the subtle incorporation of Japanese elements to the modernised visuals, every detail has been meticulously curated to enhance the brand’s presence on retailers’ shelves in Great Britain.”
