Aqua d’Or is Danone Denmark’s flagship water brand. Facing severe competition, the 20-year-old water brand had dropped to no. 4 in the water category and desperately needed to revise its position in the market.

Recognising Aqua d’Or as more than just a water brand – and with the mission to divert from category stereotypes – we aimed to redesign the Aqua d’Or bottle as an accessory of style. An item that the target group would want to be seen with. A design that didn’t just reflect the brand and its content, but also its consumers. A design icon in its own right.

But becoming a design icon isn’t achieved overnight. All touchpoints thus came in to play: The shape of the bottle, the tone of the plastic, the depth of the blue colour, the typography, the iconography, logo and the craft of every element. All with inspiration from some of the most distinct design icons of our time.

Over the course of 2017, a new brand experience was defined, designed and finally launched at the beginning of 2018. Through a new premium position and design matching a contemporary lifestyle position, the brand succeeded in winning over consumers. Within the first few months after the launch of the redesign, Aqua d’Or reclaimed its position as Denmark’s no. 1 water brand.

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