Graham Packaging's design speed shortens customer time-to-market

The speed with which Graham Packaging designed the rectangular, 64-ounce, PET (polyethylene terephthalate) plastic container helped Tree Top shorten the time to unveil a totally new look for this popular size of bottled apple juice.

23/06/06 USA-Graham Packaging Company, L.P., has partnered with Tree Top, Inc., a West Coast apple processing cooperative, to create a bottle with a bell design modeled on the company's new label.

"We went to Graham Packaging with our new label design as soon as it was approved, but anticipated having to temporarily use a stock bottle," said Dan Hagerty, vice president of marketing for Tree Top. "The design process went so well, however, we were able to introduce both the new label and the new bottle simultaneously."

When Tree Top decided to switch from a round plastic bottle to a space-saving rectangular bottle, the company "didn't just want a stock rectangular design," Hagerty added. "Changing the bell of the bottle to provide something proprietary to reinforce the brand was a business necessity for us."

The new label depicts an orchard scene under a canopy of leaves. The bell of the bottle echoes the leaf canopy, plus an innovative curve grip designed into the bottle highlights the Tree Top name and its new tagline-Real Fruit From Real People ®.

Philip Sheets, senior project manager for Graham Packaging, said Tree Top had several guidelines for the new bottle. "In addition to specifying the retailer- and consumer-preferred rectangular shape, they asked that it artistically incorporate their leaf motif, speak to the organic nature of their product, and be ergonomic and lightweight."

The challenge fell to one of Graham Packaging designers, David Heisner. "After speaking with several of Tree Top's people, I created an initial sketch they liked that incorporated the feeling of their brand into the shape and form of the bottle. After a few conversations and subsequent versions, the design was completed," he said.

The creative Tree Top bottle design is one of many projects facilitated by Graham Packaging's new Innovation and Design Center, which brings together all experts and design capabilities for superior results.

Brooke Goodrich, Tree Top's product manager, says the bottle is a great balance of design, engineering, and manufacturing. "Graham Packaging understood our branding as well as our time frame and processes," she said. "They met our tight production schedule to get the new molds installed and the plant and production up to speed. This is a great look that will pop off the shelves."

Tree Top was established as a grower-owned apple processor in 1960 and has approximately 1,460 grower-owners in the states of Washington, Oregon, and Idaho. Its corporate headquarters and two processing facilities are located in Selah, Washington, with three additional processing facilities in Washington and a bottling facility in Rialto, California.