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The goal of the Crystal Light multiserve redesign was to give the packaging a more modern, contemporary look using clean, refreshing graphics. To improve shelf impact and shoppability, the product now appears in an oval canister, as opposed to the previous round canister. The oval package not only makes the product more noticeable and appealing on-shelf, but also easier to open. Plus, it carries some environmental benefits: The total impact on finished case goods means 250 tons less packaging and a 33 percent increase in shipping efficiencies. (Creative team: NiCE LTD, www.niceltd.com; Packets: Curwood Inc., www.curwood.com; Label: Printpack Inc., www.printpack.com; Canister and lid: Berry Plastics Corp., www.berryplastics.com)
