Branding and packaging design workshop - creating a new eco-sustainable mineral water brand.

1. H²O
water - ecology - the new luxury
Ecole de Design Nantes Atlantique
LuxePack Workshop 2010-2011
Paul Vickers

2. Ancient Chinese Proverb
“When you drink the water, remember the spring”

3. Water - perception - imagination

4. H²0 water
Vital for all life forms
Covers 70% worlds surface
Man is 78% water
1.1 billion people without clean drinking water
1.8 million deaths a year from unclean water
50% of the worlds population suffering from water shortages by 2025
1990 – 2005 global consumption quadrupled
2014 global bottled water market forecast value $99,924.1 million
Bottled water costs between x 250 and x 10 000 the price of tap water
2 – 3 litres recommended intake per day
260 litres consumed per day per person in non conserving US home

5. Water – marketing - communications

6. Water - problems - realities

7. The challenge
H²0 - ecology the new luxury

8. The challenge
H²0 – ecology the new luxury
Imagine a scenario to communicate the thesis of
‘H²0 – ecology the new luxury’
What is the source or origin of the water: spring, rain, recycled, roof, deep sea etc.
How is it distributed, packaged, consumed: bottle, vending machine, home delivery,
piped, refillable etc? Eco-conception and sustainability.
What is the consumer target, what is the message and the perception of the product?
How can water = ecology + luxury?
What are the codes associated with water, ecology and luxury?
Positioning, naming, branding, volume and packaging design.

9. Workshop organisation
Monday 6-12 Briefing, discovery, Q & A,
Brand Territory and visual codes: Water, Ecology, Luxury.
Brainstorming by groups ‘Ecology - the new Luxury’. Magazines, paperboard etc.
Tuesday 7-12 Develop creative scenarios, visual territories, concepts.
Creative session, discuss concepts, directions. Mood boards/concept boards.
David Morin Ullmann, Sociologist.
Wednesday 8-12 Presentation of each teams concepts, creative directions to class.
Comments, questions, feedback and recommendations. Development, next steps.
Rest of week Refine, develop selected design direction.
Name, brand, visual identity, visual territory, packaging, volume, materials,
communication supports, merchandising, web.
Monday 13-12 Pre presentation.
Finalisation, recommendations, presentation preparation.
Paul Vickers Conference ‘Packaging Design’
Tuesday 14-12 Final presentation.
Critique. Feedback and inputs for LuxePack 2011.

10. The global market offer over 3 500 waters

11. Related media
Tapped – the film
The Story of Bottled Water

12. Related media
Dirty Water Vending machine
UNICEF Tap Project

13. Related media
Liquid Gold on the BBC
Terra Eco Eau de Luxe

14. Related media
Bottled water consumption and ecology statistics

15. References
Global drinking water site www.finewaters.com
World water brand names www.mineralwaters.org
www.nestle-waters.com
www.thecoca-colacompany.com
www.evian.com
Charles Fishman Fast Company article:
www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
‘Terra Eco’ magazine, July 2010
Bundanoon Australia phenomena and ‘no bottle’ campaigns in San Francisco, LA,
Chicago, Seattle, Venice…
An excellent research blog on water: louiloui.wordpress.com

16. Solutions

17. Solutions
City & national water campaigns

18. Solutions

19. Process: Brainstorming, notebooks, concept/mood boards

20. H²0 – ecology the new luxury
1
Imagine a scenario to communicate the thesis of
‘H²0 – ecology the new luxury’
2
How can water = ecology + luxury?
3
Positioning, naming, branding, volume and packaging design.

21. So, lets get started…

22. H²O water - ecology - the new luxury
Ecole de Design Nantes Atlantique
LuxePack Workshop 2010-2011