Fontana table water
Fontana is one of the long standing Maltese brands being trusted for more than 20 years. CassarCamilleri, company that’s owner of Fontana brand, recently discovered that Fontana is slowly loosing ground because of strong presence of competitor brands, like mineral waters Acqua Panna, San Benedetto, San Pellegrino as well as table waters like San Michel, Kristal, etc. Decision was to completely revitalise Fontana brand and make it strong enough to compete with really tough competition. After evaluating and researching strong and week points of the main competitors one of the first steps was to refresh the existing Fontana identity.
In order to easier communicate brands message we had to simplify it’s identity and to bring some elements of water, to make it more alive, fresh and vibrant. It was also important that new identity clearly distinguishes Still and Sparkling range, as well as glass bottles range and PET range.
Packaging was developed in two stages, first was design of glass bottles (750mL and 250mL range) and than PET bottles range (2L and 0,5L). Once the production began, next step was creation of all communication materials, collaterals, promotional materials, website, facebook as well as advertising campaign, where focus was on communicating benefits of drinking Fontana water and introduction of new brand and packaging identity.
Packaging was developed in two stages, first was design of glass bottles (750mL and 250mL range) and than PET bottles range (2L and 0,5L). Once the production began, next step was creation of all communication materials, collaterals, promotional materials, website, facebook as well as advertising campaign, where focus was on communicating benefits of drinking Fontana water and introduction of new brand and packaging identity.
