Tuesday, April 23, 2019

Transparent refresh for Aqua d'Or

Aqua d'Or is a leading brand of mineral water in Denmark, now owned by Danone. Back in 2016 the brand was redesigned by Kontrapunkt. Back in February 2018, the brand was redesigned once again, also by Kontrapunkt. Kontrapunkt has since moved Aqua d'Or and its other packaging clients to a sub-agency called Everland, which has continued developing the brand as the product line expanded.

The 2016 redesign cleaned up Aqua d'Or, making it more attractive with a new bottle. The new logo keeps the clean blue circle as its label, but introduced new typography where the ascender of the lowercase Q has cleverly been used as the apostrophe in "d'Or".

Previous logo.

"“Not only did Everland buy into our vision for the Aqua d’Or brand restage, they also added to it and put a face on it. And what a face! Everland helped Aqua d’Or move from generic bottles of water to genuine objects of desire. The designers managed to capture the essence of the brief to deliver a bold yet simple, pure, and functional solution, in the very tradition of Danish design. The impact on consumers and sales was almost immediate,” says Romain Jolivet, Marketing Director at Aqua d’Or.

Strategy Director at Everland, Christian Halsted, adds, “Transparency and honesty are two sides of the same coin. Rather than visual clichées about icebergs and glaciers, we looked to distil the 300-year long journey into the design in order to credibly underline a new more premium positioning. No window-dressing, just a really simple expression of purity.”
" - Everland

2016 redesign.

Later in 2018, Aqua d'Or launched a "massive versioning" project with Everland, using modern printing technology to create 3.2 million unique artsy labels for Aqua d'Or.

Aqua d'Or Facebook

On the old design:
Kontrapunkt news
Kontrapunkt project

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