Design Review: MiO Fit


Guest reviewer Fred Hart is a graphic designer and strategist in the consumer package goods industry.  Today he takes a look at the design elements of Kraft's latest liquid water enhancer.

MiO Fit was introduced to the nation at this past Sunday's Super Bowl. It is the third line segment for the Kraft brand that got its start in 2011, and follows the original MiO and MiO Energy.

The Design of MiO Fit

The Design of MiO Fit

The beverage industry for years has been experiencing a monumental shift towards functionality-focused products. Consumers are much more health conscious than they were 10 or even 5 years ago. Combine that with a rise in the ecological awareness of the public and consumers are suddenly willing to carry around their own water bottles, saving both the earth and money as well.

MiO Fit - Arctic Grape & Berry Blast

MiO Fit – Arctic Grape & Berry Blast

Products like SodaStream, which have gained household acceptance, frees individuals from costly drinking habits, while allowing for flavor customization. SodaStream's efforts have lead the way for brands like MiO, which offers portability paired with customizable flavors, energy, and now electrolytes. It also happens to FIT just about anywhere (I couldn't help myself).

Egg-like shape fits into your hand

Egg-like shape fits into your hand

The name MiO Fit is strong, to the point and resonates with is target audience. MiO Fit utilizes the existing equities of MiO and MiO Energy, creating product familiarity as the brand widens its reach and scope.

Narrow profile makes it easy to transport

Narrow profile makes it easy to transport

The product's fun and friendly egg-like structural design is covered in a full-shrink label. Its use of blue as a background color makes sense considering its correlations to water, hydration, and refreshment.

Logo Comparison: MiO, MiO Energy, & MiO Fit

Logo Comparison: MiO, MiO Energy, & MiO Fit
(Source Images: Kraft Foods)

The molecular aberrations to the Mio "M" brandmark (see MiO or MiO Energy for comparison) appeal to the sports science aesthetic and efficacy we've all come to expect from category leaders Gatorade and Powerade.

MiO Fit Brandmark

MiO Fit Brandmark
(Source: Kraft Foods)

The only thing I question about this product deals with my understanding of concentrated electrolytes. Can electrolytes be concentrated? If they can, why haven't I seen an electrolyte concentrated product on the market before? It leaves me a bit skeptical partly because I've been conditioned to think it comes in large 24oz bottles.

Overall, the branding, design, and proposition are strong. The design sticks to the script, with a few variations, and delivers a straightforward approach continuing MiO's wave of success.

Comments

  1. eggcellent.

  2. I saw these in the grocery store yesterday. 18 drinks per container. It begs the question, are there people who just drink this stuff straight? I bet there's a good number of people who do that.

Trackbacks

  1. [...] to anyone with a bottle of water. That is their end goal: raising awareness that there is a better delivery system out there for electrolytes. Curiously, MiO bottles look nothing like this in real life(Source: [...]

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