Another Bloody Water
Since we unceremoniously (some say rudely) barged our way into the overcrowded bottled water market with a good-looking bottle, a smartarse name and a devil may care attitude it has come to our attention that our competitors don’t like us*. They think we are taking the piss. That we mock the overly flowery, exaggerated language and the poorly drawn waterfalls and diagrams of volcanos on their labels. They think that we are not taking the serious aquatic science of bottled water…well seriously.
So to quash any future smear campaign and rumour mongering they may come up with, we’re going to set the record straight right here. Smart Alec name – yes. Just another water – no.
First up our water is bloody good. Better than most. It comes from a spring, high in the Victorian Alps, which is a bloody long drive from civilisation (see: pollution). The only farms in the area are organic which means no nasty pesticides or any of those other evil poisons end up in the water. In fact we deal with the rampant blackberry problem by setting our deer on them. It’s a tough gig for the deer but they seem to like it. And while we’re blowing our own trumpet independent Government approved laboratories have done tests and they reckon it’s lower in sodium than all other major brands on the Australian market. Did we say it tastes bloody good?
So there you go, Doubting Thomas competitors – cards on the table. Enjoy Another Bloody Water, everyone. And then when you’re done with that enjoy another Another Bloody Water. And so on.* We don’t actually know if our competitors don’t like us. But being ‘competitors’ we’re pretty sure they don’t.
New work from Moxie:
"Liveliness is front and center of the brand design by Moxie TM, Inc. for Honest Beverage’s newest entry in the functional beverage market: Honest Kombucha. The beverage, an ancient Chinese tonic, which has purported health benefits, will come in three flavors: lemon ginger, peach mango and berry hibiscus, and will be available on shelves in Whole Foods nationally in January for an excusive 2-month period before distribution to other natural food markets.
“The appeal of Kombucha is its healing properties; we had to strike the right balance between retaining the equities of the Honest brand while creating a design as unique as the product inside,” says Tammy Vaserstein, Creative, Principal, Moxie TM, Inc.
To design the packaging graphics for the organic beverages, Moxie TM found inspiration in the product itself. Kombucha is unusual: it is sweet-sour, fermented, and acidic product. For centuries, the Chinese have claimed that it is a “fountain of youth elixir.” The drink contains live active probiotic cultures, with visible sediment in each bottle.
The design dials up the intrigue and energy promise of the product, drives home its spirited qualities, and differentiates it from the competitors. The main icon featured in the center of each bottle is a little wild, lively and what Vaserstein calls, “raw.” This reflects the product description on each bottle: “Live, Organic & Raw.” The white label strengthens the product’s “refreshing” qualities. Moxie TM used bright, vibrant colors for each SKU, to emphasize the energy of the product and provide contrast with the white label. As part of the Honest Beverage line, the design retains the Honest brandmark and the black bands at the top and bottom of the label thus connecting Honest Kombucha to other Honest products on shelf.
“We worked with Moxie TM to create a design that conveys the distinctive character of kombucha while still maintaining a connection to the Honest name,” says Seth Goldman, president and TeaEO, Honest Tea. “We hope that it attracts new consumers to the Kombucha shelf,” he adds.
Honest Kombucha is not only aimed at the natural foods customer who is already knowledgeable about kombucha drinks, but is designed to appeal to the cross-over customer who is looking for an alternative healthy drink and enjoys the quality and appeal of the Honest brand.
“We aimed to present this beverage as honestly delivering on its promise – the possibilities of energy, excitement and exuberance. A dynamic helix illustrates the raw energy found in the drink and communicates the power unleashed by kombucha. The clean, sans serif type that’s used for the flavor names shows that this product is edgy and modern,” says Vaserstein.
Moxie TM, Inc. is an international brand design and development firm with offices in New York and Miami."
Identica has been appointed by Booost Trading to create and launch their new range of fresh organic juices called ‘Pip’:
"The packaging created by Identica has been developed to represent a fresh, honest approach for the premium 100% fruit blends. The range consists of organic juices bottled into a 1 litre offering and launches with three vitamin packed flavours; Cloudy Apple, Cloudy Apple with Cherry and Cloudy Apple with Mango.
The new range was specifically designed with ‘family’ in mind and incorporates the key brand principles of taste, health and a 100% organic product. Pip is positioned as a premium product but being sold at an affordable price point, making it more accessible to the more ‘eco conscious’ and ‘large family’ target market. Through eye catching design created with children and parents in mind, these ‘fun, fruity and full of goodness’, drinks are created with an aim to be shared and enjoyed by the family together.
Pip juices are made with 100% pure organic fruit, with no concentrates or hidden ‘nasties’. In line with company principles the fruit used is 100% premium organic grade and certified by the Soil Association. The entire chilled range contains no added sugar, no added water, no concentrates, colours or preservatives and importantly for kids – no ‘bits’.
George Corbin, Brand Manager at Pip said:
‘We have developed this range in response to consumer requests for an everyday, fresh and organic juice as an alternative to many of the concentrate filled and non-organic juices on the market. We involved consumers to help us formulate the range and the resulting work that Identica have produced in creating this new brand has been excellent, we are delighted with the results.
Richard Morris, Managing Director at Identica said:
We’re very proud of the work we’ve done for Booost Trading, and the launch of Pip is another step forward for the brand and the company – we’re delighted to be a part of their continuing success story’."
Closeups of the bottles after the jump.