Pret A Manger Redesigns Sparkling Juice Line with Help From Crown

The new Pure Pret cans feature detailed typography and stunning images of Pret A Manger's iconic food-based characters, such as a goldfish cleverly formed by parts of an orange.

4 Feb 2010 --- International café chain Pret A Manger has launched a rejuvenated look for its range of Pure Pret sparkling fresh juices using Pictoris high quality print technology from CROWN Bevcan Europe & Middle East, a business unit of Crown Holdings, Inc. The company, which specializes in freshly prepared, natural products, partnered with Crown to create a visually appealing beverage can that reflects its brand image and values.

The new Pure Pret cans feature detailed typography and stunning images of Pret A Manger's iconic food-based characters, such as a goldfish cleverly formed by parts of an orange. The detailed graphics realistically emulate the textures of the fruits used in the juices to communicate flavors, which include Sparkling Orange, Apple, Elderflower & Grape, Ginger Beer and Yoga Bunny Detox. To produce these detailed graphics, Pictoris high quality print makes use of proprietary separation techniques and special, high resolution printing plates, allowing for improved dot spacing and superior print reproduction of complex images directly onto a metal surface.

The characters on the new Pure Pret cans are displayed on a clear white background, which maintains visual synergy with other Pret A Manger products further strengthening its brand identity, while the clean design hints at the beverage's natural ingredients. Another major component of the new Pure Pret can design is its ability to create an association with the wider Pret A Manger mission and passion for well-being with informative fact panels about the company's use of natural and preservative-free ingredients.

"Intelligent and savvy customers want to be entertained and packaging should be used as a tool to engage and inform. Once we had worked through the concepts for our sparkling Pure Pret drinks, the challenge was simple – to showcase these beautiful eye-catching designs on our cans," said James Cannell, International Head of Creative, Pret A Manger. "The support from Crown and their collaborative way of working was nothing short of inspiring. Focused and dedicated, everyone rose to the challenge and the final result is striking and beautiful packaging that looks fantastic in our shops, is a hit with our customers and that makes our team incredibly proud. A huge amount of passion goes into all of the products we make and it's wonderful to be able to reflect it in the designs we produce."

Metal beverage cans are an ideal fit for the new Pure Pret range as they are in line with Pret A Manger's position on sustainability and recycling by providing a more environmentally friendly package. Metal cans can be recycled again and again and again without loss of or alteration in quality. In addition, the beverage can is the most recycled drinks pack in the world.

"The sustainability benefits together with the large printable surface of the beverage can allowed us to create a package that clearly promotes Pret A Manger's key messages and strengthens brand identity," said Caroline Archer-Reed, Marketing Director, CROWN Bevcan Europe & Middle East.

Crown is a leading metal beverage packaging manufacturer in Europe and the Middle East. The company manufactures two-piece steel and aluminum beverage cans in a range of sizes from 15 to 50cl. It operates 13 beverage can-making plants in Europe, the Middle East and North Africa.