Carlsberg-owned Ringnes turns to JDO to redesign Imsdal Aktiv
Carlsberg-owned drinks business Ringnes has engaged JDO Brand Design & Innovation to help relaunch its Imsdal Aktiv brand.
The Norway-based bottled water brand, Imsdal, extended its portfolio in 2007 to include sports water Imsdal Aktiv ehich features the same active ingredients as sports drinks but with no artificial additives.
JDO was tasked with redesigning the sub-brand to make it more dynamic, whilst also maintaining a cohesive ‘look and feel’ with the core brand.
“JDO’s new designs for Imsdal Aktiv have helped change consumers’ perception of the brand. They now see it as a high performance sports drink in its own right rather than just another Imsdal flavour variant,” said brand manager at Ringnes, Aleksander Hetland.
The new design seeks to position Imsdal Aktiv as a technical water, creating a point of difference from the Imsdal core and flavoured ranges. Comprising of two colour-coded variants, apple and citrus, the background of the new label features a graphic pulse device with the V of Aktiv designed to resemble a tick, acting as a positive endorsement.
Fiona Florence, JDO client services director, added: “Having worked with Ringnes on their beer and soft drinks brands, it was great to continue the relationship into waters and performance sports drinks. Imsdal Aktiv is interesting in that it combines purity with performance, a unique positioning in this category.”
JDO has also refined the lettering to appear less angular and austere with the logo type designed to work both off and on pack, allowing for the sub-brand to appear on merchandise etc.
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