Tesorino Design & Branding FALLEN OFF by Energy BBDO Chicago

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Industry Non-alcoholic drinks
Media Design & Branding
Market United States
Agency Energy BBDO Chicago
Photographer Christopher Mcadams
Illustrator Doug Stanley
Released February 2012

Credits & Description

Category: iii. Premium Brand
Advertiser: TESORINO
Product/Service: TESORINO
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Creative Director/Art Director/Designer/Copywriter: Giovanni Settesoldi (Energy BBDO)
Creative Director/Art Director/Designer/Copywriter: Luissandro Del Gobbo (Energy BBDO)
Illustrator: Doug Stanley (Energy BBDO)
Assistant Illustrator: Russell Beaver (Energy BBDO)
Photographer: Christopher Mcadams (Energy BBDO)
Media placement: Water, Juice, Milk And Lemonade Bottles - Supermarket, Grocery Stores - Feb 15, 2012

Describe the brief from the client
Tesorino tasked us with the creation of a unique packaging concept for their organic range of non-alcoholic organic beverages. This innovative range contains several products – from water, to milk, to fruit juices – all fresh, natural, organic, local, seasonal, unrefined and unprocessed.
The task was to visualise 'freshness' and 'naturalness' in a way that would generate interest among all consumers, not only the organic-obsessed ones.

Describe the challenges and key objectives
In a very competitive category, such as non-alcoholic beverages, where almost every competitor sticks to a rational, conservative approach for their packaging, we chose a more emotional and distinctive way to illustrate the fresh and natural characteristics of the Tesorino Organic range.

Describe how you arrived at the final design
We had 2 main objectives: we wanted our packaging to clearly and undoubtedly express the fresh naturalness inherent in the product. Secondarily, we wanted to avoid interference from the mundane technical text, seen on category competitors, with the overall aesthetic of the bottle design.
The bottles we developed differ from the company’s direct competition displayed on supermarkets’ refrigerator shelves. The bottles are distinct; they are mangled and twisted, appearing as though they have just 'fallen off' their natural source onto the ground, emphasising the freshness and natural quality of the beverage inside.

Give some indication of how successful the outcome was in the market
We were overwhelmed with the enthusiastic consumer response. However, since the launch was in February, commercial results are still confidential.