After the acquisition of Henniez by Nestlé Waters Suisse last year, Nestlé Waters reformulated the positioning of Cristalp into ‘the daily family hydration brand’. In line with this, Claessens|Cartils was asked to create an evolutionary redesign of the Cristalp brand presentation. This redesign was recently launched.
Cristalp offers consumers who highly value their family’s wellbeing an affordable, but high quality water product in the mainstream segment. A modern, joyful, and natural design execution reflects this family healthiness focus, which is reinforced by using the Nestlé Pure Life family symbol. This symbol fits the brand focus, but also safeguards a recognizable link to the mother brand.
The strong execution of the brand name together with the emphasis on the Swiss origin reinforced the impact of the design. Besides the label redesign, a new square PET bottle has been introduced for Cristalp Naturelle 1,5L. This angular shape stresses practical and sustainable characteristics, like less plastic being used and easy to compress. Cristalp is the pure and honest water for daily use!
In May 2009, Carlsberg Kazakhstan (Derbes Breweries) introduced a new brand presentation for their main brand Derbes.
Derbes is one of the leading brands in the Kazakh mainstream beer segment. In order to further reinforce its strong market position, Claessens|Cartils developed a new appearance focussing on national pride and modern dynamics. A strong brand icon has been developed that can act independently from the Derbes logo. A new Cyrillic logo character was defined to underline national pride, whilst keeping its recognisable character.
Derbes is available in 0,5L glass bottles and cans, consisting of Derbes Classic, Derbes Strong and the newly developed Derbes Light Refreshment. The last mentioned was launched in a green bottle to be attractive for young adults
On May 13, a new rose wine brand AIX was launched on the French and Dutch markets. This highly qualitative rose wine is made from grapes from the Provence, capital of rose wines, guaranteeing the consumer a tasteful wine of world class.
The brand name AIX comes from an old historic Roman town founded in 123 before Christ. In the Middle Ages, this town fulfilled a political role as capital of the Provence. Nowadays, Aix-en-Provence is a fashionable, artistic city that is well-known among bon vivants.
Claessens|Cartils from Amsterdam together with brand owner Mr. Eric Kurver, created a recognisable brand presentation that, through its simplicity, convinces the consumer of the unique taste and quality of this rose wine from the Provence.
On May 1st 2009, UzCarlsberg, leading brewery in Uzbekistan, has introduced Sarbast Special in the premium beer segment. Claessens|Cartils developed an outstanding label design for this new sub-brand.
The design clearly reflects the premium brand positioning, while still obviously linking to the Sarbast family. The green glass of the bottle emphasizes the premium feel even more.
The new Sarbast Special is an accessible beer for consumers who really appreciate a high quality beer above status.
By introducing this third member of the Sarbast family, the Sarbast portfolio was extended enabling the brand to attract even more consumers.
