Redefining a national treasure
The mineral-rich spring waters of Norway’s Larvik region have long been used to treat various medical conditions. Since 1915, Carlsberg-owned Ringnes has been kind enough to bottle it and today, the Farris brand is synonymous with bottled water, and is one of Norway’s strongest brands with a market share of 73%.
With the launch of an iconic teardrop-shaped bottle in 2000, Farris had the most attractive bottle on the market giving the brand a modern and exclusive image. The proposed introduction of a one-way PET bottle (superseding the returnable plastic and glass bottles) was the perfect opportunity to reinvigorate the brand and keep it relevant to its consumer base.
We had to rationalise and harmonise the packs to benefit both consumers and the production process. So we built on the incredibly strong and recognisable Farris diamond brand equity and carried it across all brand extensions. Paper labels have been replaced with PSL (pressure sensitive labels) for the premium and core portfolio and metallic for the core range.
Using our specialist knowledge and understanding to bridge the gap between the design vision and technical challenges, we pushed the PET format hard. The result is a bottle that embraces the much-loved historic glass bottle while also being robust enough to handle the immense pressure of the carbonated product.
“We took the best of the past and created a premium design. Every aspect has been revitalised to inject modern and premium cues, from the identity lock-up and colour coded caps through to the metallic label and the bottle structure. We wanted to deliver designs that were worthy of this well-known and much loved brand.” Paul Drake, Creative Director, JDO
JDO’s new packs have united the Farris portfolio of products and will strengthen Farris’s position as the preferred choice among Norwegian consumers. 90% of Norwegian consumers say that the new Farris presentation is the most appealing design on the market, and that we have found the right balance between the strong historic equities of Farris and a new modern look.
JDO was asked to develop ‘the next generation’ Farris Premium PET bottle across three variants for the ontrade. We adopted a revolutionary and technically challenging approach to the 3D structure redesign and an evolutionary development of the 2D graphics to elevate the brand presentation, whilst ensuring consolidation of the brand’s existing identity and positioning.
Following the initial brief, JDO was also asked to develop a branded Farris glass for use across the ontrade. In the past, the Farris glass played an important role in building the brand’s visibility, equity and premium position in restaurants. The re-launch of the PET bottle, enabled the opportunity to modernise the classic glass and align it with the new design.
The new Farris PET bottle design features elegant flowing lines debossed into the profile that add a sympathetic softness and tactility to the form. Together with the smooth, teardrop shape the design delivers a modern and classic aesthetic with new details to create an iconic bottle that captures the essence of the refreshed Farris brand.
The 2D graphics introduce the visual equities of Farris with the subtle use of the diamond shape to drive consumer recognition. The label itself wraps around the bottle’s neck, cutting the complementing flowing lines to create impact and a bold, contemporary feel. The design of each premium variant maintains strong parallels with the existing Farris core bottle range design to help drive brand consistency.
JDO’s new Farris glass design echoes the natural flowing lines and strong shape of the new bottle with an increased focus on the key Farris diamond equity to deliver an elegant and premium on-trade experience.