Minimalist landscape designs reflect natural ingredients in oat milk latte brand
14 Apr 2020 --- Botanical beverage brand LaDiDa has launched a line of premium oat milk lattes in minimalist, colorful cans to offer consumers a moment of serenity with every sip. The designs were created to reflect the natural ingredients of matcha, turmeric and honey within the can, which contrast with the jitters of conventional caffeinated beverages. Targeting on-the-go consumers in a busy, globalized world, the new La Di Da beverages deliver natural ingredients and sleek, solar movement design visuals to “evoke a sense of calm” – both inside and out.
“Minimalism is an easy win. It’s clean, clear, sophisticated and modern. We are constantly inundated with visual noise and minimalism in design is a welcome reprieve from the overload,” Tori Baisden, Design Director at the commissioned design agency Utendahl Creative, tells PackagingInsights.
The design was inspired by Japanese manga comics where panels depicting beautiful natural landscapes establish a quiet, contemplative mood where time seems to stand still. Baisden explains that these images emphasize “being there rather than getting there.” “The palette for each [drink] was carefully chosen so that it would reflect the flavor and the suggested time of day at which to drink it. I chose complementary palettes that would really pop in real life and on screen.”
Minimalist designs bring out "calming vibes" and attract on-the-go consumers.The cans also boast a matte varnish, which Baisden had reportedly suggested to offer a “softened quality” and suit the “calming vibe” of the can. Recently, Britain’s oldest brewer, Shepherd Neame, also integrated a matt varnish to its newly designed aluminum beverages to provide a sensory effect on top of the can’s design visuals and content’s taste. Notably, consumers now frequently associate enhanced sensory packaging experiences with premium products.
LaDiDa’s new beverages include:
Morning Momentum – Matcha: The only beverage in the line naturally containing caffeine and L-Theanine to give a calm, energy boost, as opposed to the usual jitters of coffee, followed by a crash. It also includes less than 0.3 percent THC for a “clean focus, without the buzz.”
Midday Meditation – Golden Turmeric: Crafted to facilitate a moment of decompression and focus in the afternoon, the turmeric variant turns away from caffeine typical of midday energy drinks, which can disrupt sleep. Instead, it provides a creamy, mellow boost.
Calming Close – Honey Lavender: To be commercially available in June, Honey Lavender is formulated for calm as a modern-day nightcap, in contrast to traditional nightcaps’ drowsiness, causing disrupted sleep cycles.
“Our target audience are consumers who value wellness rituals, seek moments of calm throughout their day and look for easy, direct-to-doorstep shopping experiences. We’ve found that our consumers incorporate ethically-sourced, organic ingredients into their wellness budgets, as products in this category align with their core values,” a La Di Da spokesperson tells PackagingInsights.
Moreover, each can of LaDiDa contains 15 mg of full-spectrum hemp extract, organically grown in Colorado and Oregon. “With ten lab-tested botanical terpenes and CBD, LaDiDa’s water-soluble hemp oil is extracted using an environmentally-friendly cold-pressed method and tested in a third party lab for potency,” the spokesperson explains. Filled in recyclable cans, all three beverages are also vegan, organic and free from gluten and GMOs.
“We hit the nail on the head. LaDiDa loved the concept right away, so we went for it. The process was seamless,” Baisden concludes.
By Anni Schleicher
