Timothy Fitzgerald - Bundaberg Mini Cans

Project:

Bundaberg Brewed Drinks (BBD) Mini Can Packaging

Brief:

A major consideration to the business model of BBD is the success of its brews in supermarkets. Launched at the beginning of 2018, Bundaberg Ginger Beer found it's way into a 200mL can – a great size for a treat, and only 90 calories.

The original packaging design was crafted to feel premium, however soon after the launch of the can in supermarkets, sales were slow and this was the result of a number of factors: the cans were visually merchandised into the mini can bay and not with the rest of the Bundaberg range; and the black and gold design, usual signifiers of a premium product, actually receded on shelf against bolder brand colour palettes, such as Fanta orange, Sprite green and Coke red; the design compounded this problem as it took a different direction to the range, which confused loyalists, making the product harder to find.

This packaging project required numerous internal and external stakeholder engagement from executive, to large format offset printers where multiple substrates and print methods were tested. Our goal was simple - realign the design to match the rest of the Ginger Beer range, and call out 'Mini Cans' as loud as we possibly could.

Several concepts were developed, and the chosen design kicked the classic Bundaberg arch to the left, allowing for room at the front of the pack for the mini can call out. I removed the ice, and went back to the iconic 'Bundaberg Orange' Pantone 137C, and the barrel design consumers resonated with. I also tested printing on raw substrates to promote a craft feel however these designs did not lift, receding when placed on shelf in supermarkets when tested.

Another addition to the mini cans project was the revival of Lemon Lime & Bitters. Previously this brew was only available on Qantas flights and not direct to consumers. Two favourite brews also made the mini can project, and these were Passionfruit, and Pink Grapefruit – selected for wide appeal, and as BBD's best foot forward to capitalise on the pink trend influencing the alcohol and craft soft drink spaces.

The packaging design consisted of:

- 200mL Cans X 3 designs (Lemon, Lime & Bitters, Passionfruit, and Pink Grapefruit)

- 4 X 6 pack Mini Can Wrap designs, including the realignment of Ginger Beer

- 4 x Shipping Carton designs

A deep etch photoshoot series was also conducted to produce the required assets fit for design production to support marketing and sales teams in promotional activities.

Since this project, the Mini Cans are enjoying positive life in retail spaces. The Ginger Beer Mini Cans are charging ahead in Australia, and the full mini can range has been retailed across New Zealand.

Employer:

Bundaberg Brewed Drinks

My Role:

Concept development, Graphic design, Project lead

Designers:

Timothy Fitzgerald, Charlotte Monty

Photography:

Jesse Smith – JSP

Food Styling:
Pete May