MOTH (Mix Of Total Happiness) is one of the latest canned cocktail brands to emerge from Greater London. MOTH has the goal of turning any preconceived idea about canned drinks on its head. It has recently celebrated the launch of a range of ready to drink (RTD) cocktails. In December 2020, Samuel Hunt, co-founder of MOTH, got in touch with Saxon Packaging for some bright and bold, 12 x 150 ml shelf ready packaging (SRP) boxes for the exclusive launch into Waitrose stores across the UK.
Mike Impson, sales director, Saxon Packaging, and the in-house design team, worked closely with Samuel and the creatives at Pentagram, to develop four individual packaging designs to help bring the new products to market.
Pentagram, is a multi-disciplinary, independent design studio in London. Headed by partners Harry Pearce and Naresh Ramchandani, the team developed the name, story, philosophy and identity behind MOTH.
‘We came to Saxon with an usual shape and design for our shelf ready packaging,’ said Samuel Hunt. ‘The team at Pentagram worked with Saxon to bring the colourful world of MOTH alive in a bold and innovative way, whilst still being extremely cost effective at scale for the shelves of Waitrose.’
As with all retail packaging, it is essential that the designs adhere to the specific packaging policies of the intended supermarket. In this instance, the retailer was Waitrose, which has positioned itself as one the UK’s leading sustainable supermarkets. It was important to deliver packaging that was not only in line with the specifications but also in line with the brand’s commitment to sustainable packaging.
With this in mind, the design team developed a cutter guide to enable the boxes to be made ‘2-up’. This helped to reduce the amount of material waste produced during the manufacturing process.
Once the individual artwork designs were finalised, each of the four SRP packs were printed using the flexo printing process and subsequently die cut. Each of the branded corrugated boxes incorporated a perforation, giving the SRP packs functionality in both the transit and retail environments.
With an initial order of 20,000 units across the four lines and a tight deadline, the packaging solutions were designed, produced and delivered on time.
‘We love to help brands grow at Saxon. Especially with those who are just as passionate about packaging as we are. Samuel knew exactly what he wanted to achieve across his four lines and we are pleased to have delivered this for him in preparation for their exclusive launch. I hope this is the start of great relationship between Saxon Packaging and MOTH, said Mike Impson.
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MOTH drinks - https://mothdrinks.com
Waitrose - https://www.waitrose.com
Saxon Packaging - https://www.saxonpackaging.co.uk