Pack

Analysis

POM Wonderful
100% Pomegranate Juice Bottle (236ml)

Eleanor Maclure

Pack Analysis

Lid is matched to
flavour of the juice
The neck of the
bottle is shaped
like the calyx of a
pomegranate

Also resembles an
abstracted crown

Shape is formed from

2 pomegranates
stacked together

Transparent bottle
emphasises the purity
of the product, no
label to hide behind

Pleasant to hold,
shape functions
well ergonomically,
whether intentional
or not
Curvaceous, feminine
shape
Transparent bottle
allows product to
forms dominant
colour in the design
Cute, friendly and
appealing form,
non-threatening and
approachable

POM Wonderful

Pack Analysis

All text and graphics

screenprinted directly
on to the bottle
Hip to waist ratio
of the bottle is 0.7,
also judged to be the
ideal proportions for
healthy, fertile females
Clean, modern,
minimal design,
focussing on strong
forms rather than
graphics
Lines of symmetry
symbolising health
and fertility

Pack Analysis

Background
Pom Wonderful is an American company, which was set
up in 2002 and is based in California. They grow, harvest,
process and ship their own hand picked pomegranates and
pomegranate products.
Their primary product is 100% pomegranate juice, while the
Wonderful aspect of the brand name refers to the variety
of pomegranate they grow. The bottle they use to package
the product was designed in-house and is used consistently
throughout the range of flavoured pomegranate juices they
now produce.
Key outcomes for the brand that have been achieved through
the pack design include:

Creating a distinctive pack in a crowded category of

health drinks and juices

Emphasising the health benefits of the product

Referencing the origin of the contents, the actual fruit

it is juiced from

Establishing it as a premium product

Promoting the purity and quality of the juice

Analysis
Shape
Since its launch the pack has become synonymous with the
Pom Wonderful brand and is now a highly valuable brand
asset, helping to establish a growing market for pomegranate
juice. It is likely that the pack design would be difficult to
closely imitate without infringing on copyright, thus allowing
the brand to create a strong sense of visual differentiation
from its competitors.
Having such a distinctive and recognisable pack is one of
the main reasons behind the success of the product, with
perhaps the most significant feature of the design being the
form of the bottle itself.
POM Wonderful

Pack Analysis

The design is based on the shape of two pomegranates stacked

one on top of the other with the neck of the bottle moulded into
the shape of the calyx found on the top of pomegranates. Not
only does this create an unusual silhouette but it also directly
references the origin of the product and creates a strong visual
connection between the brand, the juice and the fruit it comes
from.
Even if consumers do not immediately recognise that the bottle
is an interpretation of a pomegranate fruit, the overall form of the
pack is still visually appealing. Its height to width ratio creates
a sense of child-like cuteness, while roundness of its form has
almost snowman-like proportions. These factors create an air of
approachable, non-threatening friendliness.
Due to its shape the bottle is surprisingly ergonomic. Whether this
was a deliberate feature of the design or just a serendipitous byproduct of the outcome is unclear. Regardless of the reasons, the
bottle is pleasing to hold, tactile and easy to drink from, with its
bulbous curves fitting comfortably and snugly into the hand.
Although the neck of the bottle is modelled on the anatomy
of the pomegranate calyx, it can also be read as an abstracted
crown, perched on top of the fruit. This has connotations of
royalty, regality, and nobility, which are associated with high
status, authority, prestige, splendour and privilege, reinforcing the
premium quality of the product. It could also be said that owing to
its alleged health benefits that it is the king of juices, conveying
ideas of supremacy, virtue and greatness.
As well as appearing cute, the shape of the bottle is also very soft
and feminine, as a result of its rounded curves. This combined
with the fact that the product is marketed as a healthy juice
means that it is likely that the brand is seen as a feminine product,
potentially appealing more to female customers.
The two oval forms that make up the body of the pack are
symmetrical both vertically and horizontally (if you discount the
neck of the bottle). Symmetry is a strong indicator of health and
fertility in humans, so this aspect of the design is another method
of subtly communicating the products links with good health.
2

Pack Analysis

Another factor contributing to both the visual appeal and

femininity of the pack is that the two stacked pomegranate
shapes also create a very pronounced waist in the form of
the bottle. This is also one of the features of the design that
make it an ergonomic success. The hip to waist ratio of the
bottle is close to 0.7, which is considered to be the optimum
proportions for a healthy female of reproductive age. These
proportions humanise the bottle, allowing us to identify
it with something we are already very familiar with and
consider to be an aesthetic ideal.

combined with the deep ruby colour of the liquid inside gives
the contents a slight jewel-like quality, while the shine and
reflections enhance the juiciness of the product, making it
appear more flavoursome and delicious. Although many soft
drinks are packaged in plastic bottles, most have flatter sides
or more angular mouldings for structural reasons, which
do not produce the same kind of smooth reflections and
highlights.

This idea is significant because the pomegranate has been

used as a symbol of love, fertility, marriage and abundance by
many cultures and religions, throughout history.

As the bottle is completely transparent it is the product itself,

which provides the dominant colour within the pack. The
juice is similar in colour to that of red wine, reinforcing the
premium offer and the fruitiness of the product. This also has
the potential to create a visual association with the benefits
to heart health derived from the antioxidants found in red
wine, which are also the same ones found in pomegranate
juice.

Materials
The pack has been produced using completely transparent
plastic, with all of the text and graphics screenprinted directly
onto to the bottle itself, negating the need for a separate
label. Not having a separate label also removes the issue of
having to mould one to adhere to the curves of the bottle and
for the potential of a less than elegant addition to destroy the
purity of the form.
The transparency of the bottle allows for a virtually
uninterrupted view of the product, giving consumers great
visibility of the contents and the opportunity to really see
what they are purchasing. This degree of transparency also
emphasises the quality and purity of its contents. There is no
label to hide behind and nothing to conceal, as the product
contains no filler juices, added sugar or chemical additives.
This is also reinforced with the wording on the front of
the bottle stating that it is 100% pomegranate juice. This
implies naturalness and is likely to appeal to consumers
that are health conscious and concerned about the quality of
ingredients in their food.
The curves of the bottle and surface of the plastic also have
the effect of creating very smooth, bright highlights. This,

POM Wonderful

Pack Analysis

Colour Palette

In the case of the 100% pomegranate juice the lid of the

bottle is colour-matched to the hue of the contents, so
compliments it through this similarity and reinforces the
colour of the product by making it completely explicit. In
other variants of the juice the colour of the lid contrasts
with the colour of the product, which remains consistent
regardless of flavour pairing, as is used across the range
as one of the primary methods of differentiation between
flavours.
The majority of the text and graphics printed on to the
bottle are white. This creates a strong contrast against the
dark coloured juice, allowing it to stand out and enhancing
legibility. It serves to create a bold, clean and contemporary
scheme for the graphic design of the pack, complimenting
the highlights on the bottle without detracting from the form.
White also has strong connotations with purity, innocence
and youth, emphasising the fact that the juice is 100% pure
and untainted. As the screenprinted ink is also opaque, the
text can still be read once the bottle is empty.

Pack Analysis

The only other colour included in the graphics is a much

brighter, almost cherry red that fills the heart shape within
the logo and colours the word wonderful underneath it.
The brightness and hue of the red both compliments and
contrasts with the white text. However, it is much lighter,
more saturated and slightly more yellow in hue than the
pomegranate juice, which is closer to purple. So although it
contrasts enough to be seen on the pack it verges on clashing
with the contents of the bottle.
As this red is used in combination with a heart-shape in the
logo for the brand, it creates connotations of love but also
of the blood that is pumped by our physical hearts creating
the association with heart health. Pairing the red and white
in combination with the heart also neutralises any negative
connotations of the colour red such as danger, pain, burning
or anger.
The overall colour palette of the pack is very limited.
However, this degree of restraint enhances the simplicity of
the design and serves to emphasise the striking silhouette of
the bottle by not cluttering the pack with a myriad of different
colours.

The O of the Pom logo has been substituted for a heart

shape, helping to create a distinctive feature and memorable
logo. This addition references the potential heart health
benefits of pomegranate juice but it also carries the strong
connotation of love. Rather than signifying romantic love,
in this context it is a platonic, endearing love, a love for the
brand, a love for the product, a love for pomegranates. It is
a love that can grow through familiarity and loyalty to the
brand, but the hearts prominent position in the centre of the
pack also implies a love for the consumer; Pom loves you and
it will love your heart too.
The simple, minimalist approach to both the colour palette
and graphics gives the pack a sense of confidence. It puts
the product centre stage and allows the shape of the bottle
to stand out on the shelf against other packs that have more
complex or cluttered graphical schemes.
In conclusion, the pack has a highly memorable design, which
has become iconic and remains unique.

Typography
As with the colour palette, the typographic treatment
used on the pack is bold and simple. The typeface used for
the logo and text on the front of the bottle is likely to be a
custom design. The text is set in uppercase letters, which
can often appear dominant, authoritarian or obtrusive. To
militate against this the letterforms of the typeface have been
softened through the introduction of curves. This rounded
aspect of the typeface also echoes the form of the pack and
reinforces its appearance of friendliness, approachability and
warmth. The use of a sans serif typeface helps to maintain
a clean and contemporary feel throughout the design, while
the subtleties of the letterforms and the absence of sharply
defined terminals prevents it from appearing cold and clinical.
The counters of the P and the O have been left open, which
also contributes to the welcoming and open feel of the type.
POM Wonderful

Pack Analysis