Ramlosa Design & Branding RAMLÖSA PREMIUM PET by Nine Stockholm

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RAMLÖSA PREMIUM PET

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Industry Water
Media Design & Branding
Market Sweden
Agency Nine Stockholm
Creative Director Isabelle Dahlborg Lidström
Released May 2011

Credits & Description

Category: 3D Structural Design
Advertiser: CARLSBERG SWEDEN
Product/Service: MINERAL WATER
Agency: NINE
Brand Manager: Wiveka Lindskog (Carlsberg)
Creative Director: Isabelle Dahlborg Lidström (Nine)
Art Director/Designer: Björn Studt (Nine)
Account Manager: Lotta Onajin (Nine)
Design Engineer: Åsa Jonsson (Nine)
Industrial Designer: Sofia Berg (No Picnic)
Production Manager: Pia Lundström (Nine)
3D Vizualiser: Mårten Lundberg (No Picnic)
Media placement: Bottle - Systembolaget, Fine Dining, Museeums, Bars, IKEA, High-End On-Trade Events - May 2011

Describe the brief from the client
Ramlösa is a mineral water brand with which most Swedes have a relation. The task was to develop an environmental friendly bottle for the premium segment. The original glass bottle was expensive and not environmental friendly, considering production, handling and transportation. The main design challenge was to create a bottle with PET that give the right quality cues to convinces high-end customers
- Investigate and identify a new design for the old, iconic Ramlösa premium glass bottle with the new material PET.
- Maintain the perceived premium value proposition.
- Ramlösas current key on-trade clients must accept the change.

Describe the challenges and key objectives
The objective:
- Lowering the total cost per article while rendering Ramlösa more environmentally friendly and appealing to a healthy and green generation.
- Designing a premium bottle for premium environments with PET plastic, which generally doesn’t signal high quality, considering presentation, handling and usage.
- A design that incorporates its heritage, its authenticity whilst having personality. A bottle that consumers happily will want to drink out of and maybe even keep after consumption and re-use.

Describe how you arrived at the final design
The design process took almost a year and the challenge was to implement the design with sharp cuts and angles in the PET. It took several adjustments before the bottle could be approved for production, due to the change of pressure caused by carbonated water.
The final design is inspired by vintage cut-glass artefacts and retains a heritage from the earlier bottle. The blue colour of the bottle has been chosen to enhance the cool, refreshing, Nordic water.
The label and the graphics have been used to enhance the feeling of premium by creating an unbroken seal that assures quality.

Give some indication of how successful the outcome was in the market
Carlsberg launched the new bottle in early May 2011, and gained much Swedish industry attention for the innovative design and environmentally friendly bottle. The customers are reacting beyond expectation, sales are increasing and new customers are interested. Our agency and Carlsberg have been awarded several prestigious industry awards for this project.
- The packaging weight transported decreased with 90% (EST.).
- The transportations of empty glass bottles from Italy were discontinued.
- Production of PET leaves an approximately 65% smaller carbon footprint than glass.
- Increased numbers of customers by 30%.