Brave Creative’s packaging design department recently created a new label design for Iceni Water’s Cambridge Blue range to be sold throughout China. This was for their client Cheung Kong Infrastructure who saw the potential of an English bottled water in the Chinese market.
Iceni Waters, based in Duxford near Cambridge wanted the range to reflect not just that it was an English water brand but its source too, hence Cambridge Blue. The inspiration for the Cambridge Blue labelling came from brainstorming key features of Cambridge and things synonymous to it such as the River Cam, Cambridge University, Trinity, Punting, Bicycles etc.
A series of designs were produced and the heraldic shield was chosen. The shield has an historic feel and with the three lions represents England. The left sector shows the Trinity Hall which sits on the aqua blue stripes representing the River Cam.
Packaging Design Considerations
Research the current market rivals. Think how you can make your label stand out from the rest .
When designing food and beverage packaging you have be conscious of how the product will sit amongst its rivals. Remember they will sit shoulder to shoulder.
Colour is key in the design also – not just for shelf impact but to emphasise the brand recognition and it story. In this case an English brand for a Chinese market so we have used red, white and blue in the majority. This goes right down to the cap colour which was swapped from the Iceni red to a deep blue.
There is essential information that needs to appear on food packaging including nutritional information, typical analysis, storage details and the ‘best before’ date. In addition with mineral water you must include the ‘source’ information. Iceni bottle their water for many ‘own brands’ and so changed their source name from ‘Iceni’ to ‘GB’. This was again away to promote the fact the water is from Great Britain.
As well as standing out for the crowd the packaging needs to work together so when there is a shelf full of Cambridge Water bottles they work together to really stand out.
