Landor revitalizes AQUA (Danone Group) – the market leader of bottled water in Indonesia

Continuing the successful rejuvenation program for VIT (Danone Group), the second largest bottled water brand in Indonesia, Landor Associates, the world’s leading brand consultancy, was appointed by Danone to revitalize AQUA, the leading brand in the market, to achieve stronger brand differentiation and greater shelf impact. 

Continuing the successful rejuvenation program for VIT (Danone Group), the second largest bottled water brand in Indonesia, Landor Associates, the world’s leading brand consultancy, was appointed by Danone to revitalize AQUA, the leading brand in the market, to achieve stronger brand differentiation and greater shelf impact. The new packaging design by Landor is an excellent example of how to rejuvenate a well established brand: Ambitious goals / evolution steps no disruptions. It strongly communicates AQUA's purity and mountain spring origin in a relevant and refreshing way,” said Bruno Chevot, Vice President Marketing, AQUA Group. “According to our brand audit, AQUA’s brand and design are getting tired, and weak in reflecting its product quality and premium positioning,” said Sofan Man, Design Director of Landor Associates, Asia Pacific. “Our challenge was to create a distinctive, highly differentiated and premium brand image, without diluting the strong heritage of the AQUA identity (AQUA font and wave graphic),” said Sofan. The rejuvenated identity retains the color blue as representative of water. “Mountains and stream of water” has been added to reinforce the focus on “naturally pure mountain spring water”. This is also accomplished by the mountain and glass illustration on the side panel. The Hydro Pro System icon was developed to act as the quality guarantee of the AQUA water – the 27 steps that the water has to go through from scouting the source until the products reach the shelf, providing families of Indonesia peace of mind.