WATER REFRACTION by Redhouse Y&R for OCHERI

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WATER REFRACTION

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Industry Water
Media Design & Branding
Market Mauritius
Agency Redhouse Y&R
Creative Director Nadine Filipe
Designer Geneviève Luximon
Released May 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: GROUPE ST AUBIN
Product/Service: OCHERI
Agency: REDHOUSE Y&R
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: REDHOUSE Y&R, Floreal, MAURITIUS
Account Manager/Art Director: Helder De Oliveira Filipe (Redhouse Y&R)
Creative Director: Nadine Filipe (Redhouse Y&R)
Designer: Geneviève Luximon (Redhouse Y&R)
Media placement: Spring Water bottle - Supermarkets - May 2009

Describe the challenges and key objectives
The challenges: 1) grab consumers' attention at point-of-sale. We would have to stand-out of the shelf clutter. 2) create a design which would reflect the purity of the water. Only minimum information should show when the consumer looks at the bottle 3) avoid all types of Labels - attached tags, PSL (pressure sensitive labels) or ACL (applied color labels) - so that the bottle remains ecological. But printing on a clear bottle means that everything shines through... The objectives: • become THE Mauritius water brand choice for hotels • to become the first choice in the Spring water segment.

Describe the brief from the client
The client brought us a clear glass bottle and asked us to design a label for a Natural Spring water brand called Ocheri. The brand was entering a highly competitive market divided in three categories: • Eau de table: 70% • Spring water: 10% • Mineral water: 20%. So the client needed the brand to highly differentiate itself on-shelf. Ocheri is the first local water to be bottled in glass for ecological reasons, and the client wanted the consumer to take note of this difference.

Describe how you arrived at the final design
1) to illustrate the volcanic origin of the water, the words 'eau de source naturelle' are positioned in a pyramid shape. Ocheri 'erupts' from this pyramid with volutes of water spriraling along its side 2) the brand name font with an 'ancient craft' quality, is the most important visual: create an uncluttered look 3) we strategically positioned secondary information - barcode, product detail - (which are visible when the bottle is empty) and we 4) used REFRACTION OF THE WATER to 'erase' this secondary information. When the bottle is filled with water and seen face-on, only the essential branding remains.

Give some indication of how successful the outcome was in the market
The bottle stands out on-shelf, because of its pure uncluttered look. Consumers appreciate this 'no-label' approach and are sensitive to the fact that the brand is making a contribution to sustainable development. Ocheri is present in the hotels around the island and has already taken 1/5 of the spring water market share after 10 months on-shelf.