Customers of Cliffstar Corporation, the leading private label juice provider in the U.S., will soon roll out the unique package into retail food outlets nationwide. It's called "Lemon Top" and for good reason.
The 32-oz. PET bottle from Amcor PET Packaging looks and feels the part with its lemon-peel texturing on its lemon-shaped top. Embossed leaves further communicate the natural goodness inside, and in keeping with tradition over many years, the deep 'Cliffstar green' color is synonymous with its lemon juice packaging.
"This is an updated design with far more brand appeal for our customers," says Jason Krause, Cliffstar's director of marketing. "It looks great and is beyond anything else on the market, which will draw interest from more consumers and help drive sales in various departments throughout a store. In the past, most private label and store brands have focused on simply matching their brand to a product line. Today, they want to create their own brands and we think packaging like this can lead the way."
Kathryn Bejma, marketing manager for Amcor PET Packaging, agrees with Krause's assessment. "The new design conveys a distinct persona that not only draws attention, but communicates the natural quality inside," she said. "Wherever the product fits in, whether it is the juice aisle, seafood counter, produce department, the baking section or elsewhere, this package will clearly stand out."
Bejma emphasizes that the close collaboration between Amcor and Cliffstar on all aspects of the project was crucial. The quest for a distinctive design included both weight and material reduction, yet retained key packaging parameters so as not to increase costs to Cliffstar clientele. "Our entire design, production, logistics, and sales teams achieved success on all fronts," says Bejma.
"The new package," says Krause, "requires no change in our filling lines or other processes. And, what's important for our customers to know is the base package area remains the same-the same label panel, same label, same application process. It is a seamless transition, simply by substituting the 'Lemon Top' for our previous package."