Ramlösa WaterBehind Nine’s Award-Winning Design | 0 Comments
SWEDISH COMPANY NINE GIVES A CASE STUDY OF THEIR AWARD-WINNING RAMLÖSA WATER BOTTLE DESIGN
BRAND/PROJECT: Ramlösa Premium PET On-Trade
YEAR: 2010 - 2011
“The successful launch of Ramlösa in a unique premium PET bottle has increased our numbers of customers with 16%, and the more environmentally-friendly packaging has been an important step in our CSR work.”
Paul Davies, Marketing Director, Carlsberg, Sweden
Ramlösa mineral water is a Swedish product that is over 300 yrs old, and a brand that most Swedes have a relation to. The water range consists of estimate 10 flavored variants for retail and a premium version without flavors for more exclusive restaurants and other high-end on-trade venues. The premium variant has until May 2011 been sold in a very appreciated but heavy glass bottle, expensive and not environmental friendly in terms of production, handling and transportation.
The producer of Ramlösa, Carlsberg Sweden, gave NINE design - and innovation agency the task in 2010 to develop a new more environmental friendly bottle for the premium segment. The main design challenge was to create a bottle with the new material PET (a recyclable plastic) that can give the right quality cues and therefore convince the high-end customers that Ramlösa does not need to be in a glass bottle to convey a premium association.
The task of the project was clear but not easy; Investigate and identify a new design for the old, iconic Ramlösa premium glass bottle with the new material PET without lowering the perceived value of the product.
The design process took almost a year and the challenge was to implement the chosen design concepts of sharp cuts and angles in the PET material. Due to the carbonated mineral water and therefore continuous change of pressure, it took several hands-on adjustments in the design before the bottle could be approved in the production process.
The new bottle was successfully launched in beginning of May 2011, and the design of the bottle is a very important attribute when more clients now choose Ramlösa.
– THE PACKAGING WEIGHT TRANSPORTED DECREASED WITH 90% (EST.)
– THE TRANSPORTATIONS OF EMPTY GLASS BOTTLES FROM ITALY WERE DISCONTINUED
– PRODUCTION OF PET LEAVES AN ~ 65% SMALLER CARBON FOOTPRINT THAN GLASS
PROJECT TITLE: Premium PET
SERVICE: Innovation Support
CATEGORY: Food & Beverage
From glass to PET
A NEW DESIGN FOR THE ICONIC RAMLÖSA PREMIUM GLASS BOTTLE THAT MAINTAINS THE PREMIUM POSITIONING THOUGH THE MATERIAL AMONG CONSUMERS GENERALLY IS PRECEIVED AS “CHEAP” AND “DISPOSABLE”
*Polyethylene Terephthalate = recyclable plastic often used in soda bottles
Investigate and identify a new design for the old, iconic Ramlösa premium glass bottle with the new material PET.
Maintain the perceived premium value proposition
Ramlösas current key on-trade clients must accept the change
Lowering the total cost per article while making Ramlösa perceived as more environmentally friendly. Appeal to a new healthy and green generation.
Designing a premium bottle for premium environments, with PET where plastic generally doesn’t signal high quality, consider presentation and handling/usage.
A design that incorporates the heritage, the authenticity & has personality.
Designing a bottle that consumers happily will want to drink right out of and maybe even keep after consumption and re-use!
OUR KEY ISSUES
Is PET really considered more “green” than glass? Consumer perception. Research where PET has been used successfully in a premium or ground breaking way.
Shall we take into consideration that the macro trend is pointing toward a shrinking market for bottled water in the parts of the western world that offers excellent tap water? What would a truly long-term sustainable solution for Ramlösa look like?
As suggested by “Death in the Middle” by Michael J Silverstein - the position just below premium is not a desirable position, we have to be very careful not to lower the perceived value even though the current perception of the material is working against us.
The honour of working with classic brands always instils a feeling of humbleness and responsibility in us, the challenge is to mix history and heritage with something completely new. A simple incremental change of graphics or the same shape in a new material will not be good enough for this brand and this category!
PHASE 1 – INSIGHT
The production and transportation process was much too expensive and not in line with Carlsberg’s sustainability ambitions. The old glass production line was therefore to be discontinued and exchanged for a modern PET bottle production line on site. NINE utilized its international network of trendscouts to investigate the markets around the world on how PET has been used for premium products. As well as various european markets perception of bottled water. The results were fed into the research phase and combined with strategic insights from Carlsberg research as well as other NINE-specific input.
PHASE 2 – CONCEPT DEVELOPMENT
NINE worked in a large team with industrial and graphic designers to created a vast amount of concept sketches. Possible solutions were chosen and selected together with Carlsberg and further developed. Ideas in material and structure were tested against production feasibility. The chosen designs were developed for consumer test at Carlsberg.
PHASE 3 – DESIGN DEVELOPMENT
The chosen design was developed and refined several times in order to fit with production. NINE design engineer met with production line producer to fine tune in order to optimize the design. The depth of the lines in combination with carbonated water proved to be a real challenge, but with a result that made all involved very pleased. This type of PET bottle had not been made before! By the end of the phase the structural and graphic design concept was approved and finalized.
PHASE 4 – DESIGN IMPLEMENTATION
The design was further developed for variants and implemented. Materials and quality for label prints and caps were fine tuned, as well as final opening functions using the placement of the perforated label to enhance the perception of quality when interacting with the product. Drawings and CAD support and collaboration with the suppliers was key in pushing the level of finish. Prototypes was created for dialogue with key clients.
PHASE 5 – ARTWORK & PRODUCTION
The regular three correction round on the graphic artwork was complemented by rounds of testprinting on label stock to assure correct colour reproduction, the functionality of the label and its placement was tested thoroughly on the production line.
PHASE 6 – LAUNCH
Carlsberg launched the new bottle in early May 2011, and gained much Swedish industry attention on the innovative design and environmentally friendly bottle. The customers were reacting beyond expectation, where sales are increasing and new customers are interested. The small bottle is of particular interest, since it fills a need to be able to serve a premium-looking small (33 cl) bottle of water in bars and nightclubs without having to later deal with pieces of glass shattered everywhere. The small bottle is also sold on several IKEA restaurants, which dramatically increses the production volumes.
NINE and Carlsberg has been awarded several prestigious industry awards for this project.
VISUAL PROCESS DOCUMENTATION
Phase 1 – Observations and scout reports from Krakow, Barcelona and London. Benchmarking PET used for premium products.
Phase 2 – Concepts from idea sketch to visualisation. Bottle shapes, caps, table coolers, labels & product interaction was explored.
Phase 3 – Developing the chosen design concept in detail, adaption to production requirements, visualisatons for client steering group.
Phase 4 – Implementing and fine-tuning the design. Prototypes for final launch approval used in sales dialogue with key customers.
Phase 5 – Artwork, production, support & quality control. Phase 6 – Launch, evaluation and documentation
CREATIVE DIRECTOR SUMMARY
The challenge in creating a design that takes Ramlösa from glass to plastic PET, without reducing the premium impression and positioning of Ramlösa in restaurants, has involved a large team of graphic and industrial designers, and proved some real challenges in production. However, with our preferred design concept, we saw a real opportunity to succeed in the difficult task to change the customer perception of plastic PET bottles. We are very impressed and proud of our client team that dared to pursue this route.
CLIENT DIRECTORS SUMMARY
The project illustrates the increasing importance of daring to question the existing production for the sake of the environment and thus making a real difference in the end. The project is a great example of a successful re-launch of a well known quality brand, with environmental, economic and brand perception gains in the bottom line.
CARLSBERG BRAND MANAGER COMMENT
Ramlösa is an old authentic brand with a long tradition and the old glass bottle has been an iconic favorite among our customers for many years. It was therefore very important for the new profile bottle to be as premium as the old bottle, as well as adding environmental benefits and a more modern approach. It has been a pleasure to work together with NINE in this challenging project, both for their creativity and their unrestricted enthusiasm.
“I think Ramlösa stands for what I stand for. It is natural, tastes very good and is a product that the guests like from a brand they recognize. It cannot be better! I also like the new profile bottle. It looks good in my restaurants and the esthetics is an important part of the setting. The fact that the new bottle is much better for the environment is an important benefit,” says the famous Swedish master chef Pontus Frithiof.
Pontus Frithiof is the owner of Pontus by the Sea and Pontus! among several other fine dining venues in Sweden.
For more information, please contact Henrik Östling, Business Development Director via +46 709920554 or firstname.lastname@example.org