If it tastes good it doesn't have to be bad
Loved by Norwegians since 1915, the Farris water brand is considered a national treasure and is synonymous with health and wellbeing. So how could we leverage brand trust, taste, popularity and recognition for new products, without muddying the waters?
At JDO, we felt there was an opportunity to deliver a carbonated drink that was genuinely different - not overly sweet or strongly flavoured -which would attract a new target audience and create new usage occasions. The result? Farris & Juice, a refreshing, delicious drink - without the nasties.
We used the parent brand’s values and visual assets that we had already defined during the masterbrand redesign. By abstracting the brand’s incredibly strong diamond label shape, we delivered the recognition of Farris in one fell swoop.We then set about adding the enjoyment and taste cues we knew the category demanded and our young, on-the-go consumer would look out for.
In the notoriously challenging and technically constrained world of lightweight PET combined with highly pressurised carbonated drinks, we were able to define an on-the-go semiotic that built on the great work we had previously created for the Farris parent brand - but this time bringing more taste cues and fun to the party.