Planet peps up Greek water

The Hellenic Bottle company, manufacturer of Greece’s leading local mineral water Avra, will relaunch the brand with a new bottle and label. Design work is by Planet.

Planet’s creative director Bill Wallsgrove says the new shape enables the brand “to compete against international brands. The old bottle was a standard off-the-shelf shape with a very tired label.”

The new bottle incorporates a branding device embossed into the base and a diagonal cut label. “It’s much purer and reflects the spirit rather than just the image of the water,” says Wallsgrove.

The new bottle will be used across the range of the company’s products, and Planet is currently working up concepts for flavoured varieties of water.