The Water Innovation Awards 2008 turned out to be successful for the Dutch mineral water brand Sourcy, owned by Heineken subsidiary Vrumona. The brand presentation of Sourcy, created by Claessens Product Consultants, was awarded Bronze in the category Best Bottle in PET. The Sourcy Plus proposition, a range of mineral waters with a minimal addition of natural fruit aromas, was developed to bring Sourcy from a strong position in the off-trade to the on-trade.
Claessens Amsterdam developed a brand presentation for this new flavoured range. The transparency and tight lineation of the PET bottles emphasise the purity of the product. The main bottle shape, resembling a traditional jenever bottle, refers to Sourcy’s Dutch origin. And a small visual fruit element in combination with a line ‘with a hint of …’ subtly reflects the minimal flavour addition.
Arnold André Cigars has been awarded in the category “Cigar Innovations” with its innovative Vasco Da Gama Whisky cigar. The product is based on a process where the cigar is acquiring its aroma from being stored in an atmosphere of whisky. In 2005, the company earned its first award within this category with its world-wide innovation of the port wine-cigar.
ClaessenslCartils has been responsible for the packaging design of both innovations. After being successful with the port wine crate-display for the port wine cigar, ClaessenslCartils designed the tube and display for the Vasco Da Gama whisky cigar. The display has been inspired on the giftpacks used for whisky bottles. Herewith the presentation emphasizes the taste and unique character of this cigar innovation.
SABMiller launched a new premium brand in the first week of September: Dreher Premium Lager. After a joint effort of defining the design strategy Claessens Product Consultants was responsible for the execution of this NPD project. Claessens (Amsterdam agency) translated SABMillers general branding concepts into one word design directions.
In line with this design strategy the agency developed a convincing brand presentation consisting of a unique bottle shape and graphical design. Key graphical element is the strong and recognisable brand icon, which is used as the connecting visual element in all brand communication. ‘Dreher offers an exceptional beer-drinking experience that will afford consumers of premium brands a competitive and accessible alternative from which to choose” says SAB Ltd Managing Director Tony van Kralingen.
