Poděbradka Ltd. is a leading Czech company in the flavoured mineral water market. They were among the first companies to diversify their portfolio by entering the flavoured water segment, a rising trend seen around the globe, which today accounts for an already outstanding 22% of the Czech soft drink market.
To meet consumer needs and to further strengthen their position in the market, Poděbradka Ltd. extended the range of their best selling brand ‘Poděbradka’ with the introduction of a new flavour – Pomelo.
Claessens|Cartils was asked to develop the new 1.5L PET bottle label design and 6-pack shrink-wrap to be in line with the existing range – Lemon, Orange, Lemon & Lime, Plum, Cherry, and Passion Fruit – whilst strategically looking at giving it distinctive characteristics that would set it apart from other flavours for easy recognisability, but still respecting the existing corporate brand architecture.
With a unique light blue colour and fruit compilation, Poděbradka Pomelo was successfully introduced on the Czech market.
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!
A bottle of water is slowly becoming an icon which you always carry with you just like your mobile phone. This huge increase of popularity not only caused a raise of profits in the consumer water category but had also large positive effects on the table water segment.
Sourcy impresses with a design bottle of table water: Sourcy Pure Blue and Pure Red, both designed by Claessens Product Consultants. A transparent bottle without a label, sophisticated and tough combined in one. This Dutch article describes the successful Sourcy Pure case.
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.
Claessens Product Consultants from the Netherlands redesigned the Greek mineral water brand Ioli, owned by Athenian Breweries (Heineken International). The redesign will be introduced on the Greek market in May 2008. Project challenge was to make Ioli stand out in the market as a super premium and innovative mineral water brand. This had to be realised within the technical constraints that were given by Athenian Breweries. Assignment was to create a presentation that was both convincing in its appearance and technically feasible.
By making up a team with dedicated people from Athenian Breweries’ marketing and production departments and Claessens Product Consultants’ brand and strategy consultants, project managers and experienced designers, the seemingly impossible has been achieved. Both bottle and label were redesigned. By using an innovative bottle shape the aspects of purity and premiumness are clearly stressed.
The metallised label on its turn emphasises this premium feel. The result of the strong cooperation is a high quality brand presentation that fits Ioli’s price positioning and innovative brand image.
Danone Turkey has launched a new design for its Akmina brand developed by Claessens Product Consultants, Amsterdam the Netherlands.
Read more in the full text article.
The Dutch Heineken subsidiary Vrumona launched a new brand presentation for Crystal Clear.
Both bottle and label design were developed by Claessens Product Consultants.
Read more in the full text article.
Vichy launched a new bottle and label design for its Vichy Classique brand developed by Claessens Product Consultants.
Read more in the full text article.
Brand development increasingly stresses the importance of strong packaging. Its high contact frequency makes packaging the medium par excellence for brand communication. Normally, the focus is on creating solutions within the confines of the pack’s current psychical shape. Changing the pack shape – its structural design – has far reaching consequences and, given the cost of technology, distribution and logistics, requires considerable investment.
It is not a step that the brand owner takes lightly. But pack shape offers excellent opportunities for strengthening a brand, provided it is done well. Claessens Product Consultants has researched the significance of structural design in reinforcing brand presentation. The article looks into this study and explains how structural design can have added value for both the pack’s visibility and its powers of persuasion.
