Glacial natural mineral water to break UK ice

A Blue Marlin Brand Design product story

Edited by the Marketingservicestalk editorial team Dec 14, 2007

Isklar reveals Blue Marlin as the agency behind its new brand and design development.

Independent global brand consultancy Blue Marlin was appointed by Isklar AS to develop its Norwegian glacial natural mineral water brand positioning, identity, packaging design and collaterals.

It is set to hit the UK in 2008.

Isklar will be the first global water brand from Norway, entering the mainstream retail sector of the bottled water category, still experiencing rapid growth.

In the UK alone, the bottled water market is estimated to be worth around GBP2.0 billion and continues to grow at around 8 per cent per annum.

In Norway, Isklar literally means ice-clear.

The Isklar identity captures its Norwegian glacial heritage in a contemporary and appealing way.

A faceted brand icon composed of lighter to deeper shades of ice-blue rises above a distinctive new angular typeface, inspired by the structure of glacial ice.

The identity is just the tip of the iceberg.

Roger Hart, client services and operations director at Blue Marlin, said: "This is the first iteration of our much broader remit; Isklar is a new business which has great ambitions and we've been involved from the ground up to build a brand positioning and identity that will deliver on those expectations".

Peter Krogh, Isklar CEO, commented: "We are very excited and proud to bring a piece of Norwegian heritage back to the UK for the first time in nearly two hundred years.

"Back in 1823, ice from the same glacier from which Isklar flows was regularly shipped to London, a trade which lasted for a number of years.

"The brand positioning, identity and packaging that we have developed for the launch of Isklar in 2008, encapsulates the mystery, purity and spirit of the Isklar world and we know from extensive research that consumers in the UK are looking forward to its return".

Blue Marlin is currently developing packaging, marketing and online materials in preparation for Isklar's launch alongside the activities of a number of other partner agencies in the lead up to the 2008 launch.