Balance Water packaging gets Blue Marlin redesign

Blue Marlin has created new packaging for Balance Water to provide a new identity and brand expression to help the product stand out on the shelves and expand distribution.

The product needed a new identity and dynamic packaging to help it make the leap from upscale brand to mainstream premium drink.

Previously, it 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 packaging that makes its presence felt.

Brand consultancy was one of the most important aspects of the project, according to Jean Koeppel, managing director at Blue Marlin New York.

Blue Marlin 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.

The consultancy 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 is said to simplify the positioning of the four variants in the product range and communicate their core benefits.

Balance Water's packaging is 100 per cent biodegradable and recyclable.

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