Brief:
Although a traditional springtime drink in Finland and other parts of the world such as Canada, tree waters are a new concept to consumers in the UK. Clarity of product communication was therefore paramount. To create the birch water market in the UK, the brand needed to educate consumers, so innovative attention-grabbing packaging was vital.
Solution:
To help communicate provenance, the water is packaged in a cylindrical paperboard can which has been designed to resemble a real birch tree. This helps overcome some of the challenges of communicating an unusual new product, yet equally distinguishes the water from other beverages.
The design has been considered holistically, with both the packaging and the product helping to contribute to the preservation of forests – the can is made from 75% wood, is fully recyclable, and made mostly from renewable paperboard from sustainably managed forests. The ‘Lamican’ enables drinks to be stored ambiently and has the lowest carbon footprint when compared to aluminium and PET.
The packaging ‘tree’ design is further reinforced through a secondary branded 360 degree wrapped label, a reference to the tagging of young saplings. The brand logotype and motif nod to the water’s Nordic roots by referencing Norse iconography, and the motif helps tell the story of how the sap travels up the tree by doubling as an upwards pointing arrow.
