On the back of a2 Milk’s nutritional credentials, they have been able to justify being positioned at a premium price point yet their packaging was almost identical to every other generic HDPE right handed handle milk bottle. A2 engaged Inpact to run an innovation project to help the brand ‘shout and shine’ within the white mile. The objective was design a bottle to differentiate the brand on shelf, deliver value and justify the price premium in a cost down category. The redesign also had to fit the current lines throughout a2’s entire supply chain.
“Justifying a price premium in a cost down category”
Helping the a2 brand shout and shine within the white mile
The redesigned bottle was created after almost 18 months of design, research and testing leading to a premium design and feel, easily distinguishable from other milk brands and packaging across Australia. The process involved researching global packaging trends and creating a design which would convey the innovation associated with being a first to market brand and product.
The redesign leverages the packaging to help a2 Milk stand out from the generic ‘white mile’ milk category. Design changes included the centre handle positioning to make it easier to pull out of the fridge, indentation on the handles for easier grip, a unique label face for maximum brand exposure and a slightly offset neck for easier pouring.
Despite facing a number of technical challenges, including the proper flow of resin through the handle and a number of iterations, the final design genuinely adds value for a2 Milk in that it will allow the product to be instantly recognisable in an otherwise identical market category.
“The final design genuinely adds value for a2 Milk”
The a2 Difference
Before consumer could feel the health differences by consuming a2 milk – now that can see the difference on-pack.
“Our goal through this process was to develop a strong partnership with a market leading company that could take a creative concept into the commercial world. We have achieved this over the last 18 months with Inpact who have delivered a better packaging solution for a2 Milk that allows customers to “feel the difference”, the moment they come in contact with our product.
Peter Nathan, Chief Executive Australia & New Zealand, The a2 Milk Company