Cara Technology: Aroxa, Brand Identity and Packaging Design

Cara Technology

Aroxa Flavour Standards


AROXA™ is the new brand in sensory testing whose product range includes over 200 flavour standards. Flavour standards are chemically constructed powders that replicate a suite of tastes and smells. Professional tasters are taught to recognise each flavour and detect abnormalities in quality control taste tests.

Existing flavour standards are delivered in small gelatin capsules packed in standard “pill pots".  AROXA™ wanted to retain the capsule format, but improve the value proposition and user experience through enhanced primary and secondary packaging.

With a complex range of over 300 SKUs spanning 6 sectors, AROXA™ needed to convey a premium product offering through the fewest possible components.


A brand and packaging range was developed with the flavours at the heart of the design. The AROXA™ logo - the Florox - represents a sensory explosion and reflects the distinctive placement of capsules within the primary pack. This strong relationship between the logo and product provides an iconic, scientific and ownable identity, whilst the introduction of a tray to hold each capsule in place improves protection for the capsules, enhances the user experience and increases the perceived value of the product.

A colour palette was chosen to distinguish specialist flavour ranges across existing and new industry sectors and the signature of the inventor: Dr. Bill Simpson, was incorporated as a mark of authenticity. Complimentary secondary packaging was developed to house multiple primary packs in kits as well as printed collateral with detailed information on each flavour.

Product extensions were also developed as a direct result of growth opportunities created by the new packaging design: Uno is a new product that offers 10 different flavours in the same pack. Previously unachievable when packed in standard “pill pots" due to cross contamination caused by the capsules touching each other, the introduction of a tray to separate each capsule enabled multiple flavours to be packed in the same product for the first time. This innovation allowed AROXA™ to offer easily affordable 'starter packs' to new customers.


The fusion of bespoke elements with off-the-shelf components allowed us to produce a truly bespoke and recognisable product range at an achievable cost, with clever combinations of parts enabling elements to be reused across the range. The outcome is a memorable, differentiated and ownable brand and packaging range that will allow AROXA™ to grow taste testing in both established and new sectors.

The new design positions AROXA™ as the leading brand in professional tasting and sets it apart from the competition, creating maximum impact and disruption at launch. To see the complete product range please visit

Golden A' Design Award Winner for Packaging Design Category in 2013

Golden A'Design Award