Review: Monfefo Moves to Glass
Covers Products: Ginger Shot, Turmeric Shot
New York-based Monfefo produces organic and raw cold-pressed shots in two flavors: Ginger and Turmeric. Previously sold in plastic bottles pasteurized via high pressure processing (HPP), the products have been relaunched in glass packaging that the brand is supporting as more eco-friendly.
In addition, the product is now fully raw and has a 90 day refrigerated shelf life thanks to its low pH. As part of this brand refresh, Monfefo’s Ginger Water has been discontinued.
From a taste perspective, both of these products are definitely on par with the prior version. The flavor profiles are fresh and intense and the ingredient list is simple and straightforward.
In the case of Ginger, the combination of ginger juice, lemon juice and honey results in a very spicy flavor that’s true to what you’d expect from a fresh ginger shot. It can definitely hold its own with the best of them.
On the other hand, Turmeric -- made with orange juice, turmeric juice, lemon juice, agave and black pepper -- is a bit lighter. It has a tart and tangy opening that gives way to the earthy flavors of the turmeric and the spice of the black pepper.
The real story here isn’t the change in flavor or the move to glass, but rather it’s Monfefo’s new branding. The old design was very compact in how it treated text and spacing, whereas this one has a more more open layout starting with the visual treatment of the Monfefo name, which is now “mon fe fo.” From there, the words “FEEL” and “GOOD” run vertically around their logo, which appears to be a triangle on top of a circle on top of a sun image. Below this, the text continues with the flavor name, product tag line, and the standard copy for bottle size and refrigeration. Gone from the front panel of the original is the list of ingredients, which is now found on the back.
While much of the extra space is welcome and helps the product feel less busy, we feel that the conceptual icon that’s smack in the middle of the bottle isn’t very useful. We prefer the look of the circular “M” icon that was on the original bottle. Same goes for “feel good” as a core text element of the logo; it’s hard not to feel like this space could be better utilized.
In the end, there’s definitely room for refinement, but Monfefo has successfully made the transition to glass while keeping the product tasting just as good as we remember.