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.