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How do you revitalise a brand that invented a category but through neglect and an increasingly competitive marketplace had fallen on hard times?
The new owners of Silver Spring Drinks, based in Folkestone, had a problem. Their keynote brand Perfectly Clear - which pioneered the flavoured water category - was looking tired, had been demoted to the bottom shelf and was being steadily de-listed from the mults.
They needed to re-position the brand to compete in an increasingly sophisticated market, dominated by own-brand and imports, such as Volvic. They had to focus on their English heritage, the provenance and quality of their product and the local nature of their business.
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The eccentric nature of the brand's past allowed us to create an ownable and unique positioning - one that would differentiate them from competition.
This ‘peculiar Englishness’ offered a host of possibilities for the extended family of products that we could see living under the Perfectly Clear umbrella. It drove every element of the visual language and the assets we designed for the initial ‘core’ range of packaging.
New labelling, copy, photography and a bespoke bottle - in 10 flavours and two sizes - spearheaded the first phase of the brand's evolution.
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The new branding work was so powerful that the management team at Silver Spring used it to galvanise and re-energise the disillusioned and de-motivated workforce.
More importantly, the new brand positioning and packaging secured much-needed new national listings with Tesco and Morrisons, adding more than 10% to the company's top line.
Simple, refreshing and ever-so English, the new packaging hit the shelves in late May 2010, supported by outdoor, press and online campaigns.
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*It doesn't just end here.
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