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, making the Farris brand synonymous with bottled water, and 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.
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 strong historic equities and a new modern look.