Challenge
Designing the new graphic look of Mielizia - Conapi's Sport Pocket line
Result
Doypack packaging design
Client:
Mielizia - Conapi
SDGs
Mielizia is the historic brand of the beekeepers of CONAPI, the National Consortium of Beekeepers, the large cooperative enterprise of Italian honey producers, boasting the title of the largest organic honey producer in Europe.
Mielizia’s goal is the protection of bee welfare and the enhancement of beekeepers’ products, their production, and the entire Italian supply chain.
Mielizia contacted HENRY & CO. for the redesign of the doypacks for the Sport Pocket line aimed at athletes.
The design developed by HENRY & CO. for Mielizia-Conapi’s Sport Pocket line is based on the key elements of the brand identity.
Mielizia’s identity plays with vivid, saturated, full colors, usually contrasted against black to make writings and clear, direct messages stand out. Similarly, the design of the sport pocket doypacks leverages these elements to define the packaging.
The packaging is divided in half, with the upper section featuring a colored background, containing the product’s technical and specific information, and a lower section characterized by a black band designed to highlight the product line’s name.
To emphasize the intended usage and speak to the target audience, the front of the pack features a simple illustration of a silhouette in mid-run. To heighten the sense of dynamism, the silhouette is depicted as blurred, only defined by speed lines.
The whole design is balanced by a texture that uses hexagonal honeycomb cells as its primary element.
The choice of the “doypack” format also offers environmental benefits:
- The packaging is made from a single material, entirely in PP5 (polypropylene), making it easily recyclable in plastic recycling streams;
- The cap is of the “tethered” type, meaning it’s attached to the package and cannot be accidentally released into the environment.
In addition to the aforementioned advantages, a study conducted by Mielizia in collaboration with “Gruppo Gelati” quantified the environmental impact in terms of CO2 emissions related to packaging transportation.
Specifically, the study compared the impact of doypacks to an equivalent capacity glass jar.
When comparing equal weight, supplier distance, and kilometers traveled, doypacks have a 95% lower impact per single trip, 98% lower impact per single pack transported, and 91% lower impact per km traveled.
The study’s results are also accessible from the packaging itself by scanning the QR code located on the back.
