Private View: Mix Tale Blue Curacao

Amit Kale, associate vice president - packaging and automation, Reliance Industries  

The package is beautifully designed using PVC shrink film. It has deployed an effective use of the window patch to show the blue coloured drink packed inside. The artwork is also well done with the use of sine waves on the neck. 

It is printed using a white base with black on top. The letters have been intentionally left blank so that the white base can form the letters. 
But, the printing registration is a bit off, especially the yellow colour.

It is a PET bottle with a PP cap. I like the basic structure which has been used for the beverage. The PVC shrink film surface is also well printed. 

The package should have consisted of a recycling symbol as the product is easy to recycle as it is not laminated.

Raju Kalgutkar, chief Manager - packaging development consumer products division, Piramal Enterprises

​The beauty of the package is its minimalistic printing and the use of a black background colour as it gives premium look to the pack.The branding is creative as the brand name appears right in the middle of a sipper printed on the shrink sleeve.

The transparent window on the front of the pack provides visibility of the blue coloured product packed inside.Also, the blue coloured ring at the neck area connotes well with product variant. A normal ROPP cap has been used that makes the pack tamper-proof, and the reclose ability facilitates to provide a repeated number of usage for the consumer.

There is a scope of improvement in the branding, as it can be even bolder and strong which will help the consumers identify the product easily. The shrink sleeve glue joint that appears next to the branding should have been placed at the back of the pack.