Amcor Rigid Plastics, based in Ann Arbor, Mich., has redesigned the bottle packaging for PROfit Sports Drink from Ecuadorian food and beverage producer Toni to be practical while sporting an athletic style. The design team researched ergonomics to craft a functional bottle design. Study findings influenced the bottle’s ‘grip-ability’ and solid contact points. Also, the bottle packaging’s hexagonal textured surface is reminiscent of athletic apparel and footwear.

Amcor Rigid Plastics’ senior industrial designer Jeff Klok led the design project.

He said:

“I designed this concept with the idea of sports protection equipment in mind [such as] American football pads, with their large block surfaces and textures. Patterning hundreds of little hexagons onto the package takes a lot of memory in a computer system, but eventually we developed ones that were detailed and uniform. The brand needed something new, something that would jump off the shelf at the consumer. We wanted something bold and strong, and we think PROfit does this nicely.”

The re-design won Amcor Rigid Plastics a 2014 Golden A’ Design Award in the A’ Design Award & Competition, an international design contest held annually in Como, Italy.

h/t: http://www.packagingdigest.com/beverage-packaging/textured-sports-drink-bottle-is-aggressive-and-modern1504

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