Package Design | packagedesignmag.com

Integrated branding agency Blue Marlin has created a new brand expression for Balance Water, the spring water with Australian flower essences, with new packaging that really makes it stand out on shelf. The new look goes live this month in retailers across the country.
Balance Water needed a powerful new identity and dynamic packaging to help it make the leap from exclusive upscale brand to mainstream premium drink. Previously, the product was in limited distribution through airlines and upscale hotels and its packaging was not helping the brand to expand distribution. The challenge was to provide a clear and distinguishable point of view that defines its proposition and positions it as the leader in a new category, and to create sensational packaging that really makes its presence felt.
“We looked at the product range, who it was going to appeal to and why, what the product does for consumers and how it does it, and the visual language and graphic elements that were being used,” says Blue Marlin New York managing director Jean Koeppel. “We needed to find a way to tell Balance Water’s story and explain what it did without overwhelming the consumer with unnecessary information.”
The new design simplifies the positioning of the four variants in the product range and communicates their core benefits. “The packaging mirrors the purity of the product and communicates its unique benefits in a clear and uncomplicated way,” Koeppel comments. For more, visit www.bluemarlinbd.com.