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Eye-catching retail packs for cocktail kits

UK start-up businesses Shaken, the subscription based cocktail kit delivery service, launched its first retail packs at Fortnum & Mason last month in partnership with William Grant & Sons.

Mark Jennings at Shaken says: “There’s nothing better than whipping up cocktails at home, but we know having to buy full bottles of each ingredient is a pain. That’s where Shaken comes in, each box conveniently providing you with everything you need to make five bar-quality drinks at home. It was important that our first retail packaging stood out on shelf and really grabbed the attention of consumers. And in Fortnum & Mason, we knew we had to achieve an incredibly high level of polish and quality.

Edinburgh-based creative branding agency, Threebrand, designed the packaging for on strong shelf standout. Andy Matthew, senior designer comments: “The pack had to be an interesting, but simple construction method, without incurring high costs. The main design issue was how to create a generic presentation box that would fit a combination of five different sized bottles. Working with Simply Cartons, we decided upon a removable tray that would hero the ingredients within the pack. The tray is locked in position with the height of the largest bottle and friction fit die-cut holes secure the other bottles in place.”

The outer sleeve is printed matt black and uses a gloss finish to highlight cocktail themed icons. The outer packaging also features a sticker that wraps around the end of the box, highlighting key cocktail and ingredient information, and acting as a security feature. An additional leaflet, featuring recipes and tasting notes also sits within the packaging.

“The end result is a sophisticated new retail pack that is appropriate for everyday use and gift-giving,” adds Andy.

10 August 2015 - Felicity Murray The Drinks Report, editor