Crystal Drinks this week launches its Springwater+ brand with packaging and identity by Martin Dawe Brand Design.
The consultancy, which received a five-figure fee for the project, created the bottle shape, visual identity and labelling for the Springwater+ brand. It was appointed following a three-way credentials pitch in January.
Springwater+ is billed as a functional water. The water is processed to remove impurities and then fortified with vitamins, minerals and herbal extracts.
Communicating these health benefits was an integral part of the brief, says Martin Dawe Brand Design managing director Martin Dawe.
‘We’ve avoided the mainstream approach of mountains and streams on the packaging and taken an ethical styling. [The packaging] looks more like the approach you’ll see on vitamin pills to communicate the water’s health product positioning,’ he says.
Martin Dawe Brand Design creative head Steve Kane says the consultancy chose silver to represent purity and a colour code system to denote different flavours.
There will be four flavours in the range which comes in 500ml and 1.5 litre bottles. Additives include vitamins C and B, as well as zinc, folic acid and magnesium.