Design By Pidgeon Case Study

Donny Boy Fresh Food Company –
Preshafruit Packaging

Introduction

Preshafruit logo Brands demanding unique positioning in the consumer’s mind demand unique packaging.[1]

Preshafruit, a range of fresh tasting fruit preparations and juices, demands such attention.

It is the first company in the world to use a high pressure processing, not heat pasteurisation, to create its fruit mixes and juices. All juices, (apart from freshly squeezed juices) even direct competitors, use heat pasteurisation to create their juices, impacting upon the level of nutrients and taste of the final product.

Andrew Gibb, Managing Director of Donny Boy, researched the technology developed in Europe, used predominantly for meat and seafood, and was the first to bring the technology to commercial food processing in Australia. Andrew first bought samples of the pressurised fruit to Design By Pidgeon in January 2007. The studio was very impressed by the quality and taste of the fruit mixes and juices and shared in Andrew’s excitement in launching the new Preshafruit products into the Australian market.

Background

The reason why that ‘fresh juice taste’ is so elusive is because virtually all juices currently available on the market have been heat pasteurised. When you heat juices, no matter how gently, you change it’s taste, colour and smell. In particular, heat pasteurisation diminishes the nutritional values of these juices reducing levels of important vitamins, minerals and digestive enzymes essential as part of a healthy diet.

Preshafruit’s main point of difference and advantage is that their juices and fruit mixes are not heat pasteurised but rather pressurised cold using a revolutionary technique called High Pressure Processing (HPP).

Initially the fruit is pressurised at 600MPa which is 6000 times the atmospheric pressure found at sea level or about six times more pressure than is found at the bottom of the deepest part of the world’s ocean, the Mariana Trench eleven kilometres below sea level. This pressure inactivates the vegetative micro-organisms (bacteria, yeasts and moulds) found in food while keeping the vitamins and bioactive components unchanged. Because Preshafruit juices and fruit mixes are not cooked or heated more of the fruits vitamins and nutrients are maintained. HPP delivers an anti-oxidant value 2X or more, compared to more traditional pasteurising techniques.

The juices are just like fresh fruit in a bottle – they are bursting with that just picked fresh fruit flavour. Imagine a Granny Smith juice that tastes just like a Granny Smith apple, a Royal Gala juice that tastes just like a Royal Gala apple. The gentleness of the Preshafruit process enables the taste of each apple variety to be captured in the juice. Blind taste testing has shown that customers won't find a better tasting, healthier product.

Along with the 4 apple juices there is also mixes available such as Apple & Lemon, Apple & Pomegranate and Apple & Pear along with a Valencia Orange juice. Preshafruit juices also use 100% Australian fruit.

Objective

Design By Pidgeon’s challenge was, in a highly competitive market, to communicate Preshafruit’s benefits and points of differentiation. The key messages being:

100% Australian Fruit
Just Picked Taste
Pressurised Cold

‘What does the consumer interface with first – the product, or the package the product comes in? The package…Get the consumer’s attention in three seconds flat. Stand out from competitors’ products. Hold the consumer’s attention long enough to identify with the message, lifestyle and emotive cues in the imagery and communications prompting them to pick up the product. Make an all-important connection. Take it home.’[2] Once the Preshafruit product is home and experienced it would speak for itself.

Solution

Brandmark

Capturing the High Pressurise Process which uses pressurised cold water (not heat) through stylised graphics was the key in the development of the Preshafruit brandmark:

Preshafruit process

Packaging

Preshafruit bottles The HPP machine used by Donny Boy to create Preshafruit required the juice bottles to be triangular in order to fit the machines pressure vessel. This in itself created a unique approach to the packaging as no other juice bottle in the market features the wedge shape.

The triangular bottle allowed Design By Pidgeon to create three faces on the one bottle to express three different key messages and communicate the brand’s key story – 100% Australia made, pressurised cold, just picked taste – and be especially effective when merchandised on supermarket shelves. Labels were kept minimal, through a somewhat scientific, typographical approach – many other juices focus on having photography or illustration on labels to represent what’s inside the bottle. Instead the minimal approach to the clear Preshafruit labels leaves the unadulterated colour and clarity of the juice to be the hero.

Preshafruit three bottles
Preshafruit 1 litre pouches
Above: 1L Juice pouches – Valencia Orange and Granny Smith Apple
Below: Preshafruit Posters