Ballygowan, Ireland’s original water brand owned by Britvic Ireland, has an impressive heritage going back over 750 years. However, with the bottled water market driven by consumer health awareness and a shift away from carbonated drinks, Ballygowan recognized the need to re-engage with consumers and create a design which builds a strong foundation for future growth. Carol Houghton reports
pi global was briefed to create a single iconistic master brand design to be used across the entire portfolio to communicate Ballygowan’s brand essence; ‘celebrating the power and brilliance of water’. The goal was to strengthen the brand equities and create a strong design to stand out on shelf.
The integrated brief included the structural team in pi 3, which created individual and distinctive structural equities for still, sparkling and sports whilst retaining a committed family feel using the ‘B’ iconography that the detailing radiates from. The designs were optimized wherever possible, to use existing filling line change parts, maximizing the use of available distribution cube and improving ease of use for the consumer within in-store chiller dispensers. The label was elevated into a prominent and consistent position across the range so that it is clearly visible when placed in the branded beverage tracks and chillers. The bottles have centrally placed waisting to make them balanced and ergonomic to both hold and drink from.
Marie-Therese Cassidy, creative director, comments, ‘The redesign establishes an impactful and memorable visual equity for the brand which celebrates the new positioning in a relevant and confident way.’
Sian Price, Ballygowan's group product manager, says, ‘The response has been really strong and the 75cl bottle in particular has had a great start. Launched only six weeks ago, it has received a great response from consumers and trade alike and is significantly exceeding our sales expectations.’
About pi global
Established in 1984 pi global is an independent global branding and design consultancy working with a range of clients in the FMCG and Healthcare sectors. Other clients include Unilever, Kraft Foods, PepsiCo, Bayer Healthcare and ABInBev.
Pictured: pi 3 created individual and distinctive structureal equities for still, sparkling and sports