Orangina case: redesigning beverage crates to reflect a premium brand identity

When Orangina Suntory France decided to modernise its beverage crates, the goal was to create a design that better reflected the premium and playful identity of the Orangina brand.

At the same time, the company wanted to maintain its commitment to circular packaging by reusing the material from its existing crates within the new production process.

DW Reusables was selected to redesign the crate and develop a solution that combined stronger branding, improved usability, and circular material reuse.

The existing beverage crates no longer matched the visual identity of the Orangina brand. Their design had become outdated and lacked the shelf impact needed to stand out at the point of sale.

In addition, the old crates still relied on visible external ribs to achieve the required rigidity, limiting branding possibilities on the outside surfaces.

At the same time, Orangina Suntory France wanted to reuse the material from the old crates within the new design, while maintaining the recognisable fresh orange colour associated with the brand.

The challenge was therefore both technical and visual: improving aesthetics without compromising durability or circularity.

DW Reusables worked closely with Orangina Suntory France to redesign the crate around both functional and branding objectives.

To create larger and cleaner branding surfaces, the structural ribs were moved from the outside to the inside of the crate. This created smooth external panels that significantly improved visibility of the new visual identity at the point of sale.

The old beverage crates were gradually reground and reused within the production of the new crates, supporting a closed-loop material approach. By carefully adjusting the material formulation with a small amount of masterbatch, the fresh orange brand colour could be accurately maintained while integrating recycled content.

In addition, the handles were enlarged to improve ergonomics and carrying comfort for consumers and operators.

The redesigned crates introduced a more contemporary and recognisable appearance that aligns closely with Orangina’s premium brand positioning.

The larger branding surfaces improve visibility in-store, while the playful design better reflects the character of the brand itself. At the same time, the improved ergonomic handles enhance usability throughout retail and distribution operations.

By reusing the material from the old crates, Orangina Suntory France significantly reduced raw material consumption and kept valuable material within a circular loop for longer.

“Following Suntory Group’s Environmental Principles, we are promoting a circular economy to effectively reduce waste and promote the 3Rs: reduce, reuse, and recycle,” said Aleksandr Todorov, Packaging Project Leader at Orangina Suntory France. “By choosing DW Reusables’ beverage crates, we are significantly reducing the amount of one-way packaging.”

This project demonstrates how DW Reusables combines design, branding, and circular manufacturing within one integrated packaging solution.

By adapting both the technical structure and the visual appearance of the crate, we helped the customer modernise its brand presentation while extending the lifecycle of existing materials. Our in-house design and production expertise allows us to create reusable packaging systems that support operational performance, sustainability objectives, and strong retail visibility at the same time.

The result is packaging that performs operationally while reinforcing the identity of the brand.

Orangina is part of Suntory Group, a global beverage company active in more than 60 countries worldwide. The brand is known for its distinctive identity and iconic packaging, combining strong heritage with continuous innovation in beverage distribution and sustainability.

We combine technical expertise, industry knowledge, and genuine collaboration to create reusable packaging solutions that perform in your operations today and evolve with your needs tomorrow.