Written by Remember when a squeeze bottle of liquid flavor seemed revolutionary? It wasn’t very long ago that Kraft Heinz introduced a novel concept that required significant consumer education, yet they stuck with it and ultimately pioneered an entire new category of customizable liquid flavor with functional benefits.
Today, Mio’s current packaging is a masterclass in leveraging structural design and color to bring clarity to what could easily have been a chaotic category experience. Let’s dive into Mio’s packaging, a brilliant example of a brand leveraging design to win at shelf.
Seen
Mio’s success starts with a visual punch. The novel bottle shape is inherently different from powdered sticks or traditional beverage containers, immediately signaling a unique product. Paired with bright, contrasting colors, the package achieves an unmissable shelf presence. The design is bold yet remarkably clean, effortlessly grabbing the shopper’s attention and inviting them to engage. For a product that could get lost in the noise of a crowded beverage aisle, its structural and color choices work in tandem to demand visibility.
Understood
The liquid enhancer category has matured, largely thanks to Mio, which now does a lot of the heavy lifting in communicating what these products are. The current packaging shines because it prioritizes navigation.
The key insight here is how they unify their growing product portfolio. Mio uses a consistent color scheme on the top half of the packaging to tie the entire brand block together, whether you’re looking at Energy, Unwind, Hydrate, or the simple Flavor sub-lines. This creates a recognizable brand identity across all segments.
Below this, the design pivots to aid immediate shoppability. Distinct, vibrant colors on the bottom half allow for easy flavor selection. Simple descriptors like “Energy” or “Hydrate” are clean and quickly understood. Furthermore, the subtle wave design feature unites the brand while also effectively cueing water, refreshment, and the liquid nature of the product. The design makes it easy for shoppers to find what they need and quickly understand why they need it.
Wanted
The clean, modern, and vibrant aesthetic of the Mio packaging creates a positive and highly approachable brand block that invites the shopper in.
What’s perhaps most effective is the design’s lack of clutter. This visual simplicity is a strategy to minimize friction for shoppers, encouraging them to explore and discover the flavors and benefits that would be of interest to them. Shoppers aren’t bogged down by overly complex claims; they can swiftly scan and choose. This simple, intuitive experience reinforces Mio as the preferred, hassle-free choice for customizable beverages, which is critical for driving repeat purchases in the convenience and grocery channels.
Mio is seen on shelf thanks to its novel structure and punchy, contrasting colors. It’s understood through a clear, top-down color navigation system that unifies its sub-lines while distinctly cueing flavor. Ultimately, it is wanted by providing an approachable, clutter-free aesthetic that minimizes friction and encourages seamless product discovery.