New bottle design as a part of packaging renewal: Apetit Rapeseed Oils

APETIT KASVIÖLJY OY – visual concept and packaging design: visual retail analysis, bottle series design, graphic design of labels, print-ready artwork preparation, print consulting, and print supervision.

Apetit, a Finnish food company that focuses on plant-based products, decided at the end of 2023 to invest EUR 4.5 million in its own bottling line for vegetable oil products. This investment offered an opportunity to design a unique and modern bottle shape and to renew the overall packaging design to meet the demands of today’s increasingly competitive market.

Unique bottle design with less plastic

Apetit turned to Packdesign ID for their holistic packaging design expertise, combining all aspects from high-quality bottle design to visually striking graphic design. The PET bottle design project considered the technical requirements of both blow molding and of the new packaging line. Reducing the amount of plastic used was also one of the key objectives, and the redesigned bottle now contains 41% less plastic. Packdesign ID sketched multiple bottle designs, of which the most interesting ones were selected for further development. The result was a bottle series with a consistent visual language and design elements across the range of three different bottle sizes.

The new bottle design combines a modern and distinctive look with stylized rapeseed flower imagery inspired by the product itself, and includes a practical finger grip to improve usability. The ergonomic design, which was reviewed using 3D prints, allows for more precise and comfortable dosing. The final bottle design was achieved in close co-operation with the bottling line manufacturer.

Strong shelf impact and effective communication

The goal of the label design was to create a clear and powerful shelf presence that stands out from competitors, while still being recognizable for the consumer as an Apetit-branded product. Several visual concepts for the label were created alongside the bottle designs, giving the client a range of perspectives from different designers. Special attention was paid to the communication hierarchy – the placement and emphasis of brand and product messages – to ensure strong brand visibility and consumer-relevant, decision-supporting information.

Seamless concept and supervised execution

The bottle design and label visuals were developed hand in hand as a unified whole by Packdesign ID’s design team. This ensured a consistent and coherent visual concept down to the smallest details: the stylized rapeseed flower pattern appears both in the bottle shape and on the label, forming a continuous motif when placed side-by-side on store shelves. The flower petal shapes were also used to visually present product benefits.

The visual concept of the new bottles was finalized together with the client during label print supervision, where colors were fine-tuned to suit the label material and product contents. This ensured the desired visual result was achieved without needing post-production adjustments.

More about the products and the bottle redesign (in Finnish):

Apetitin uudistunut öljypakkaus sisältää 41 % vähemmän muovia

APETIT KOTIMAINEN RYPSI&RAPSIÖLJY