DRIVE

An innovative new concept from Product Ventures:

"As a creative consultancy to many of the world’s biggest beverage brands, we were asked what we think the future of beverage packaging may look like. DRIVE is the expression of a new packaging platform which leverages the minimalist and compact nature of pouches."

Details below!

"The vessel contains the liquid and the injection molded plastic framework provides the handle-ability, stability and reclose-ability. In the future, packaging may very well be refillable pouch “cartridges” and durable keepsake on-the-go sleeves and at-home carafes. For large volume multi-serve, the bag-in box represents what we feel is the most viable platform. When dispensing, it does not allow air back into the pack, which is typical of rigid bottles with closures and which helps to maintain the quality of the remaining product. The bag in box also affords opportunities for case less palletization, is cube efficient in distribution and space efficient within the fridge.

The sport beverage category was selected as the lead category based on the active nature of sports.  The pouch, being pliable and light weight like the Camelback, when combined with a rigid carrier enables the system to be clipped on to a belt or backpack. This new package format enables DRIVE to be the beverage apparel of the future."

Comments

[Johnny Appleseed]

this is really nice, but the packaging is strongly reminiscent of motor oil, mainly due to the shape........ not something i'd want to be drinking.. how is the shape advantageous to climbers and other extreme sport enthusiasts? I dig the palette though. bright, appealing to a variety of seasons

[Two Dimes]

Exactly my thoughts. Looks like motor oil.
Looks cool but not something I'd want to put in my mouth.

[jon weden]

Agree with the previous posts about the motor oil reference. This also looks tremendously over-packaged. If it is intended as a re-fill item then the extra durability makes sense - I'd suggest making a reference to this on the label to avoid "green scorn" =8-)