NEWS IN ENGLISH
RSSOlden mineral water achieved an 80 percent raise in sales after redesigning the bottles.
Annonse
The Olden water
* It takes several thousands of years before rain and snow falling on the top of the Jostedal claciers reaches the bottom.
* When the ice melts underneath the glacier, the water runs through the bedrock.
* In its way, minerals are added to the water. The crystal clear water is led via pressurised tubes from the well to the bottler.
* The water is untreated and untouched when bottled.
There were no other efforts made but redesigning the Olden bottles and labels, but Dinamo Design turned every stone during the redesign process.
Runs deep
- We work with brands, not only design. Brands are more than just logos, names and colours, it runs much deeper. A brand is a network of associations in the consumer's brain, says Morten Kristiansen, strategic councillor in Dinamo Design.
The clue is to discover the unique qualities that separate one product from the other. That way it will be easier to make the product stand out in the shop shelf.
- Our vision is to create ideas and turn them into stories. Good ideas could make products break through, says Kristiansen.
Lost market shares
Olden is natural mineral water from a well under the Jostedal clacier in Norway. The water is cleansed and bottled without being touched by human hands. But still the sales were going down.
- There were a lot of changes to the products from 2004 to 2009. Those changes made the brand less clear. Our task was to make the brand more up to date and to give the products a unified design, Kristiansen tells.
One brand, one bottle
The team started to work with a concept called ”one brand, one bottle”, based on Nordic architecture.
Dinamo developed the visual design and brought Fros Produkt into the project to manage technical matters in manufacturing the bottles.
The bottles should not only look good on the shelves, they must also comply to manufacturability and logistic demands.
Premium
- The old Olden bottles did not have a premium appearance and they had a resemblance to Bon Aqua, a competitor in another segment. The shape of the bottles made them look hot, though the colours were cold. Besides, they did not look very potent, says Sondre Frost Urstad in Frost Produkt.
If you took the label off, you could hardly see was an Olden bottle. In comparison, most people would recognize a Coca Cola bottle, even if it's broken.
The team was aiming to develope a bottle that could work both with carbonic or decarbonised water. Carbonic water demands a more robust construction. To avoid the use of thicker plastic, they chose a special construction of the bottom, called “the elephant's foot”.
Stands out
- With a jewel in mind, we developed a bottle that can stand out for itself. We added a labels with a colour field under the logo. As a matter of fact, we chose to use black and white, which is not “the right thing to do” in packaging design, says Henrik Tandberg in Dinamo.
The choice of black and white colours actually led to a debate in the Norwegian design business. On the other hand, the bottle design has won prizes and the consumer's hearts and wallets.
The old blue colour is appearing in a stripe in the label.
A unified family
The final result is a family of bottles where all of them have the same shape. The only thing that makes them stand out from each other is the black label white letters on the carbonic bottles. The ordinary labels are opposite, while the flavoured water labels are either green or red.
The labels are transparent and self-adhesive, printed in Scotland.
The bottles are pre-manufactured from recycled plastic in Italy. To make the environmental impact as small as possible, the manufacturer has chosen to blow the PET-bottles at the Olden bottler.
The Olden products are distributed and marketed by Hansa.
