Product / ServiceWATERS
CategoryD02. Drinks
Entrant Company TEAM CREATIF Paris, FRANCE
Advertising Agency TEAM CREATIF Paris, FRANCE


Name Company Position
Sylvia Vitale Rotta TEAM CREATIF GROUP Ceo
Helene Pirel TEAM CREATIF Client Director
Laurence Bethines TEAM CREATIF Trends/Innovation Director
Camille Riboud TEAM CREATIF Creative Director
Fanny Bouffier TEAM CREATIF Senior Director
Bruno Leruste TEAM CREATIF Structural Design Director
Sophie Bahm TEAM CREATIF Account Manager
Joanna Staude DANONE WATERS INDONESIA Marketing Vp
Intan Ayu Kartika DANONE WATERS INDONESIA Vit Brand Director

Brief Explanation

Creation of Brand Identity, Packaging Graphic Identity & Volume Shape. Brand Identity : Communicate the VIT brand essence as the mother brand Be simple, unique and attractive Be sufficient to give impact and support the visibility on the shelf Strengthen the positioning of the product creatively. Packaging Graphic Identity : Convey the product concept, especially the fruits and its natural aspect. Show the key attributes: natural, light, tasty & refreshing. Be in-line with VIT brand personality: lively, cheerful, light and energetic. Bottle Volume Shape Creation : Be different versus the VIT Plain water bottle, but still with the same family feel. Show some key attributes: light, natural and fresh

The Brief

Following the Redesign of VIT Plain water, Danone Waters Indonesia identified a great opportunity to launch a new recipe (product innovation) under the VIT brand : Water + Juice beverage, under the VIT Levité name. An ultimate balance of delicious fruit juice and high quality VIT mineral water, with no artificial sweeteners. 4 main challenges : - Define the VIT motherbrand level of Endorsement to create a Consistent Family Feel. - Highlight the pleasurable & tasty dimension, while keeping the Freshness & Naturalness of VIT water. - Explain the recipe : Iconisation of the Fruit and the Water in an ownable way. - Ensure Impact on shelf through Simplicity.

How the final design was conceived

Due to the innovative product launch in Indonesia (water + juice beverage), both Volume & Creative Departments worked hand in hand in order to deliver the perfect mix to communicate on VIT Levité offer. We focused our work on the recipe communication (the Iconisation of Vit Water and Natural, Tasty Fruits) to maximize the product's understanding; all the while respecting the VIT DNA & Brand Endorsement Presence to ensure the Brand Caution and the Offer's impact on shelf.

Indication of how successful the outcome was in the market

VIT, a brand in packaged water has been in Indonesia market for more than 20 years. Since the Redesign of VIT Plain Water and the launch of VIT Levité offer, VIT is growing at 22% YTD May’14 in volume and has become the fastest growing packaged water in the market. VIT is now one of the growth levers for Danone Waters in Indonesia, and its ambition is to contribute 722 million L volume by end of 2014. Clients believe that VIT brand has the potential to grow the business, and to combat the rapid growth of both branded and unbranded affordable water competition.