Tin Horse has redesigned the structural packaging of water brand Deep RiverRock, as part of a move by manufacturer Coca-Cola Bottlers Ireland, to tap into the demand for water by health-conscious consumers. The work launches in early July.
The consultancy, which has picked up a five-figure fee for its work, was asked to develop a new design to endorse the updated brand positioning: Water you Wear.
‘The bottle needed to encourage consumers to keep it with them throughout the day,’ says Coca-Cola brand manager Brona Cullen. ‘The task for Tin Horse was primarily to personalise the brand and make it very much “my water”.’
Tin Horse has created a bottle with a defined waist which has a water ripple effect to enable a firm grip and allow the user to squeeze the bottle. The existing ‘swirl’ graphics have been moved to the head of the bottle to maximise brand awareness, and this has been further enhanced with vertical embossing of the Deep RiverRock name.
‘We used a lightweight material for the pack,’ says Tin Horse director John Lamb. ‘[The manufacturer] saves in terms of production and the consumer [gets] a more tactile, squeezy pack.’
‘We also had to design a pack that would fit existing production lines. This was the most challenging part of the brief because we needed to create a look and feel that was different from anything in the market. But, at the same time, we were not given a completely free hand because of the production considerations,’ he adds.
The consultancy, which was appointed in February 2001, won the work following a four-way credentials pitch.