TASK AND SITUATION
The client’s aim is to strengthen the positions inside the near water category with revitalised Vichy Fresh design and to launch new products in the soft drinks segment. The new design had to solve the challenging problems of making the brand’s identity consistent in both product lines, also making the drinks easy to separate by their types. The product’s unique selling proposition – light and full of fruit – had to be emphasised while maintaining the overall exceptionality of Vichy, which is based on filtering water through silver.
Accentuated the name of the category – Fresh. This was done in order to separate the Fresh drinks from the Vichy mineral water category. Carbonated drinks received an additional note – Bubbles. These steps help the consumer to choose easier and understand the products better.
This colour was brought in to help the Fresh line stand apart from the larger Vichy category. Blue bottles, blue caps, blue text and logo carry the associations with water.
Two different bottle colours to distinguish different product lines. Bluish bottles for near water and light blue shade for soft drinks. As well this decision was made to optimise the production line.
COMMUNICATING BRAND’S USP
All Vichy drinks are based on water filtered through silver. We’ve highlighted this exceptional trait by using label that’s coated in silver foil. Still, light drinks have a silver background, whilst carbonated drinks with fruit juice are coloured in accordance with the colour of the main taste.
The presentation of different tastes has to be clear and informative for the consumer. The vivid and stylised illustrations of fruit are not used to their full potential in the categories of similar drinks. To achieve the optimal results, the chosen visual style corresponds with the technical possibilities of flexographic printing and printing on cans in general.