Brain TonIQ

Brain TonIQ, dubbed "the world's first organic, botanical-based, non-caffeinated think drink", has recently won the prestigious best-of-show award award by the Paperboard Packaging Council for their unique 4-pack design, even beating out entries from Apple Computer, Lord & Taylor, and Lexus. It features four cans in a row with rounded edges, giving it the illusion that the cans are sticking out at both ends.

Comments

[Prescott Perez-Fox]

Not crazy about the can design, especially the use of what I can see is Gill Sans. I like the concept of bubbles, but they're presented in very Macintosh-y way, which is sort of bizarre for an energy drink.

If anyone has better shots of the box, I'd be interesting to see them.

[Dan]

I'd like to see how well a die cut box like that holds up in the real world of shipping, stocking, merchandising and overall multiple handling. I worry about the die cut Q getting easily ripped.

I think the can design is very generic looking. I'm sure they were going for clean and sophisticated, but it just looks kind of plain to me.

Nothing on either the can or the box communicates that its organic, botanical, or non-caffeinated. (Is that what "clean" is supposed to mean?) What is a "think drink"? Does it help me concentrate? Give me an energy boost? Keep me awake?

I think the name, however, is a very clever play on words and phonetics.

[Matt Aubie]

First thought: student work. Second thought - love it. For some reason, the amateur styling of it gives it a no-bullshit feel. It's ugly packaging with a great drink, probably. I'd buy it - haven't tried it yet - but I'd buy it.

[Kristan Hoffman]

LOL Yes, Gill Sans and Mac bubbles, that's totally what I was thinking too! The die-cut Q also kind of looks like a computer fan, no?

I also wonder, why Brain Tonic? Will this drink make smarter? (Good luck...)

But on the whole, I kinda like the clean colors.

[Jason]

Not bad... Although I feel the Gill Sans is a bit unfortunate. The "b" and the "r" of brain are bothersome and should have been kerned, as is the near ligature created by the "r" and the "a". Props on the white space though....

[Jon]

The die may be award winning but the graphics and typography are awful. The bubbles are particularly bad.

[Giulia]

I agree with Jon. The paper package is pretty snazzy, but the graphics on the can itself are a real snore.

I can understand why the designer(s) went with a very white, spare look, seeing as how the drink positions itself as "clean and intelligent", but this can't possibly be the best solution.

[Emma]

If braintonic wants to keep it clean and intelligent, why the poorly made bubbles and the ugly orange colour? not to mention the typography!

[Happex]

I had read about this package a few months ago from the award they won at the PPC's site:http://www.ppcnet.org/NationalCompetition/index.aspx

...and went and purchased a 4-pack at the local Whole Foods. Fonts aside, the design is actually quite ingenious and I see why they won the top award. There are two tabs that fit perpendicular down between cans 1-2 and 3-4, which hold the whole thing together. No glue. Just those tabs. You can shake it, carry it sideways, and it's very solid.

While neither here nor there design-wise, the drink is actually very effective for increasing mental concentration. Our whole office is now totally hooked and we're buying by the case from their site.

We all dislike the bubbles, too.

[Rocio@ Shake and Shift Design]

Hansen's did this much better..

http://www.hansens.com/products/products.php?subcat=25&color=soda