Ringnes, the Carlsberg-owned drinks business in Norway, has worked with JDO Brand Design & Innovation to develop the ‘next generation’ of Farris water packaging, Norway’s oldest bottled water brand.
In 2000 Farris launched a teardrop shaped bottle, giving the brand a more modern and exclusive image, the introduction of a one-way PET bottle (superseding the returnable plastic and glass bottles) was deemed as the perfect opportunity to reinvigorate the brand.
Paul Drake, JDO creative director, commented: “We took the best of the past and premiumised the packs. Every aspect of the design has been revitalised to inject modern and premium cues, from the identity lock up and colour coded caps through to the metallic label and the bottle structure. We wanted to deliver designs that were worthy of this well known and loved brand.”
Tasked with developing the PET structure as part of a bigger brand portfolio review as well as rationalising and harmonising the packs to benefit both consumers and the production process, JDO built on the Farris diamond brand equity and carried this across all brand extensions, replacing paper labels with PSL (pressure sensitive labels) for the premium and core portfolio and metallic for the core range.
“JDO’s new packs have united the Farris portfolio of products and will strengthen Farris’ position as the preferred choice amongst Norwegian consumers. 90 per cent of Norwegian consumers say that the new Farris presentation is the most appealing design on the market, and that we have found the right balance between the strong historic equities of Farris and a new modern look," said Christine Nygaard-Andersen, group brand manager at Ringnes.
The new PET format has been design to embrace the history of the glass bottle, whilst also being robust enough to handle the pressure of the carbonated product.