Brand Creation and Packaging Design for a Premium Italian Water Brand

Context

The premium bottled water category combines product provenance with increasingly sophisticated expectations around brand, packaging and presentation.

For a new Italian water proposition, the opportunity was to develop a brand capable of expressing premium positioning and provenance while creating sufficient distinction within a highly competitive international category.

The project therefore required the development of both the brand itself and a physical packaging system capable of becoming a central expression of its identity.

Challenge

Creating a new premium water brand meant establishing recognition and differentiation without the benefit of existing brand equity.

The name, identity, bottle structure and packaging needed to work together as a single proposition, creating a distinctive presence while communicating the quality and premium credentials of the product.

The design also needed to move beyond conceptual packaging into a technically considered solution capable of being explored and refined in three dimensions.

Solution

Aeron began with a detailed competitive benchmark, examining the visual and strategic conventions of the premium bottled water category and identifying opportunities for differentiation.

From this foundation, we developed the brand name and explored a range of creative directions for the identity and packaging.

Packaging development progressed from initial 2D concepts into 3D and CAD design, enabling the bottle structure, proportions, graphics and physical brand expression to be considered together rather than as separate design elements.

The selected direction was subsequently developed into a full brand identity and communications toolkit, providing a coherent system for extending the proposition beyond packaging into wider brand and marketing applications.

Result

The project created a fully developed brand concept for the new premium Italian water proposition, bringing together naming, visual identity, structural packaging design and communications within one integrated system.

The work provided the client with a distinctive strategic and creative platform, supported by detailed 2D, 3D and CAD packaging development and a comprehensive identity toolkit.