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A New Breed of First Class Waters

evian-packaging-design-for-first-class-water-bottles

By G+ Author: Elizabeth Sanchez.

For those of you who insist that packaging has no influence on your product choices, I am not buying it(pun intended)…and apparently neither is Evian. The Danone owned international bottled water company has just redesigned their packaging. They redesigned their package (and consequently their logo) to look more like what I like to call the “First Class Waters.” First class waters are the ones that some how get away with charging $3 for a water bottle in a field of equal-sized $1.50 water bottles. The new Evian bottle(first pic), as compared to the old one(2nd pic), is a lot sleeker and refined. Evian ditched the sporty feel of their old design for a more not-coincidental “Smartwater feel.” Smartwater(2nd to last pic) and Voss Water(last pic) had the brilliant idea to design their packages less like sports-drink or juice bottles and more like, the obviously more   expensive…hmm vodka bottles?

Smartwater claims health and even beauty benefits–none of which I buy, yet I’ve chosen it many times over cheaper options. Perhaps not at the time, but looking back I can admit I chose it for no other reason than the packaging. Seems i’m a sucker for ascetics ..oh well!

In my opinion, Evian and/or Danone made a smart move here. If Evian keeps their prices the same(which I believe they will), and if at least 1/4 of the population is a sucker like me, they should start seeing their water bottles flying off the shelves at an alarming rate. Eric O’Toole, president of Danone Waters of North America says of their new packaging:

 “Our new bottle allows Evian’s honest and natural personality to make a new connection with consumers. Evian has been the icon of the category for three decades, yet its vibe and skin had become dated. We wanted to remake the brand so consumers would be proud to once again call it their favorite water. It’s a sharp new look, and we can’t wait to see it here, there, and everywhere.”

Kudos Eric!

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Elizabeth Sanchez
Blogger about Packaging Design Trends. An advocate of new, fun packaging designs and prototypes. Supporting creative packaging designs worldwide.