New Packs Round-Up: Starbucks Refreshers revamp, One Water rebrands, MyBioma’s microbiome kit packaging by Burgopak

CHINA – Creative agency Marks has unveiled a striking packaging redesign for Starbucks’ Refreshers drink, aimed at boosting its visibility in China’s competitive ready-to-drink (RTD) market.

The new design taps into emerging semiotic trends, using abstract patterns and vibrant colours to signal optimism and individuality, specifically targeting Gen Z consumers.

Danny Lye, Vice President of Design at Marks Greater Asia, explained, “Disruptive and eye-catching, the new design adds striking personality that is uniquely appealing to the younger generation of Chinese consumers.

“It brings elegance and a premium touch through both structure and graphics, offering an unexpectedly refreshing visual and sensory experience.”

Catrina Xiaoyu Wang, Senior Manager at Starbucks China, added, “RTD is a crucial sector for us to reinforce our coffee leadership in China. Refreshers is designed to recruit new users and fuel our ambition to become the most loved RTD coffee brand in the market.”

One Water rebrands with a message of purpose

Meanwhile, ethical bottled water brand One Water has refreshed its on-pack design to better reflect its core values and connect more deeply with consumers.

The new visual identity returns to the brand’s roots, featuring two inverted water droplets forming a heart, a nod to its original logo.

The rebrand is supported by a new campaign, ‘Do One Good Thing’, encouraging small, meaningful actions.

“We’ve listened to our consumers and evolved,” said Ian Spooner, Brand Director at One Water. “The rebrand strips away complexity and reinforces our core message: every One makes a difference.”

Founder Duncan Goose echoed this sentiment, “Our vision remains unchanged – to change lives, one day at a time. This rebrand empowers consumers to join a movement where simple acts have a ripple effect.”

The new packaging is now available in Sainsbury’s Local stores and will soon appear in Starbucks and World Duty Free.

Burgopak creates innovative pack for MyBioma gut test kit

In the wellness sector, Burgopak has partnered with microbiome testing brand MyBioma to create an intuitive and engaging packaging solution for its at-home gut health test kit.

Using Burgopak’s patented sliding mechanism, the design delivers a layered unboxing experience that mirrors the concept of exploring the gut.

The pack includes a sample container, stool catcher, pre-paid envelope, and a step-by-step leaflet to guide users through the process.

Made from folding box board, complemented by a PP band and grosgrain ribbon, and printed using litho technology, the packaging is both functional and aesthetically refined.

“MyBioma’s testing is professional yet approachable,” said Willemijn Zandt, Senior Project Manager, Wellness, at Burgopak.

“It was essential that the packaging reflect this balance, building trust and offering emotional reassurance.”

Nikolaus Gasche, Founder and Managing Director of MyBioma, concluded, “We’re delighted with the final pack. It’s elegant, simple to use, and aligns perfectly with our brand ethos.”

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