Extending premium brand equity without disrupting the core.
For many brands, following the established convention of their category provides a sense of confidence when making decisions. These conventions offer stability, but also limit a brand’s ability to tell a new story and forge a new relationship with consumers. Voss has been a disruptive brand within the bottled water category since day one, never following the convention and has been rewarded for doing so. When launching a new, flavored sparkling water Voss needed to disrupt and find inspiration beyond the established category convention.
To successfully launch Voss flavored sparkling water we found inspiration in botanical illustrations that combine both beauty and science. The botanical style communicates a refined flavor profile for Voss outside traditional flavor communications. The illustration driven approach provided flexibility to the brand expression, delivering relevance across different retail environments, from premium hotels to regional supermarkets. As a premium expression of flavored sparkling water, the values, truth and spirit of Voss come through in an unexpected, yet highly relevant fashion.