Packaging of the Month was taken from an article written by Andrew Gibbs in the December issue of Entrepreneur Magazine.
WHO: Bolthouse Farms partnered with New York’s Little Big Brands to name, brand and design a new line of organic cold-pressed fruit and vegetable juice blends- a super-premium product aimed at the mass market.
WHAT: The firm turned to the past for inspiration, naming the product 1915 for the year Bolthouse got its start as a carrot farm in western Michigan.
WHY WE LOVE IT: The 1915 name is pleasantly nostalgic, reminiscent of a time when food was simple and made by hand. The clean packaging depicts instantly recognizable key ingredients on bottles that play up their natural colors.
There is a subdued elegance to the 1915 bottles. The square top references old glass milk jugs yet is strikingly modern, positioning the brand as high-end. The matte finish sets the line apart on shelves that are otherwise filled with loud, glossy packaging-a move that will build a unique identity in increasingly saturated and competitive natural-juice market.
ANDREW GIBBS IS EDITOR IN CHIEF OF ONLINE PACKAGING MAGAZINE THE DIELINE and EDITORIAL and CREATIVE DIRECTOR of HOW MAGAZINE.