Norr
A new beverage with a refreshing ethos. Norr is based on the conviction that it possible to create a delicious beverage that is also beneficial to our physical wellbeing, with an underlying business model that contributes to a better world. For each unit sold, an equivalent amount of fluid replacement is donated to combat water shortage in the world. The recipe for Norr is developed in collaboration with The Swedish Olympic Committee’s nutritionist in order to combat body dehydration, and it contains no unnecessary additives and a minimum amount of sugar. In this way, Norr clearly differentiates itself from other beverages in the market place.
We saw the opportunity to utilize this unique position and take it one step further in the branding and design process: A bottle, brand name and identity that clearly stands out in relation to other beverages on the shop shelves. Our assignment covered everything from brand platform and identity to concept and bottle design. We continue to work in several ways to strengthen the Norr brand.
The Norr logo is generously spaced to resemble the airy and crisp feel that is associated with the nordic landscape. It is drawn from the bespoke typeface we created for Norr. The o and 0 is heightened as to resemble N° (number) that is so essential to Norr, but also ° degrees, strengthening the geographical indications of the name Norr.
The design idea is based on numbers as core identity components as a reminder of the overall purpose and objectives of Norr: A future where no children or adults suffer from water shortage and dehydration. Furthermore, the design concept is easily adaptable to cover different upcoming tastes as the numbers build their own history.
One exciting challenge was to design a unique bottle, to stand out in the shelf and also communicate the values of Norr in a good way. The bottle design is slender and basic but carries allot of character and gives a light impression keeping with the minimalistic design, all to brake shelf convention and becoming a conscious choice.
The design of the new typeface Norr Sans has been a big part of the brand identity work, the typeface is the most important design element and we are developing and adding weights this spring.
