Everything You Want, Nothing You Don’t
The new package design is unapologetically Torani. Not stripped down like many of the other “simple” products on the market, packaging was crafted to convey everything that is good about the product inside – incredible flavor with nothing artificial. The new design system takes strong ownership of Torani’s equity red by turning the neck capsule color red and by using a red band to house the brandmark and create a powerful shelf block. The Torani brand’s timelessness comes through in the package’s warm tones and elegant touches (thoughtful use of gold, heritage stamp). The deliciousness of the product inside is conveyed through prominent and artfully crafted flavor illustrations. Initially launching with 8 flavors, the illustration system is easily extendable to accommodate any number of future possibilities.
At the same time, the lockup of “PUREMADE” with Torani ensures clarity that this is a unique sub-brand with its own role to play. Two simple, but powerful, “NO” statements underneath the illustration provide the information necessary to immediately understand just what makes this Puremade line different. It was important that café operators found the new product easy to understand and to find in a busy environment with multiple flavors sitting together on a countertop, so we brought the flavor name and illustration to the top of the label.
The end result? Torani customers and consumers can easily find the Torani that is simply perfect for them. And a Torani Puremade packaging system and design that clearly telegraph’s the promise to deliver absolutely everything they want and nothing they don’t.