In February of this year, Naturágua’s 5-liter water jugs arrived at several points of sale in Ceará (in Fortaleza, the metropolitan region, and the coastal and mountainous regions of the state) with innovative gallons. With a wider front panel and narrower depth, the new packaging is very practical and easy to store, as it fits perfectly in refrigerator doors. Equipped with handles, it is also very ergonomic and easy to carry.
“The idea came from observing consumption habits and ways of storing the product, in addition to the experience of our employees using it,” says Geissa Rocha, marketing manager at Grupo Telles, owner of the brand. “We evolved to a more practical and aesthetically appealing model, in which every detail was designed to make the user experience more intuitive and efficient in everyday life, reinforcing the brand’s commitment to innovation and convenience for the consumer.”
The PET jugs are produced by Yplastic, the packaging industry of Grupo Telles, which guarantees the business a highly efficient process. The design was carried out by Sisemo, a consulting and technical advisory firm specializing in packaging. “Based on our detailed briefing, we shared with those responsible for developing the gallon some strategic insights and visual references about what we were looking for to represent Naturágua in this new packaging, and the result was very good”, says Geissa. “Sisemo played a fundamental role in the conception and finalization of the design.” Before reaching the final format, the project faced technical challenges. The main one was to ensure the structural resistance necessary to support the 5-liter volume without the packaging deforming or losing stability. Technical studies were carried out to improve the distribution of the bottle’s structure, ensuring that its performance was maintained from production to consumption. At the same time, it was essential that the packaging be ergonomic and functional, facilitating handling and providing a perfect fit in the refrigerator door – an important differential for optimizing space and offering greater practicality in everyday life. To achieve this goal, the design was carefully thought out to balance curves and support areas, making the format more intuitive and comfortable to handle and serve.
Another challenge was finding the ideal balance between lightness and robustness. The packaging underwent a structural optimization process to ensure safety and quality with optimal resin consumption. The exclusive format, which combines practicality, ergonomics and sophistication, was patented. “This packaging not only makes storage and handling easier for the consumer, but also generates gains throughout the supply chain, as the optimized design improves the use of pallets, facilitates logistics movement and provides better display on shelves, ensuring greater operational efficiency.”
The new product will soon also be available in Natal and on the coast of Rio Grande do Norte.
See HERE other projects in which Naturágua used packaging in search of differentiation.
