Agency: Horse
Packaging contents: Birch tree water
Packaging Materials: Paperboard can, Paper label
Location: UK

Design studio Horse has created the brand identity and packaging for TÅPPED, leading the creation of the organic birch water market in the UK.

Considered nature's detox, birch water is a traditional drink and medicinal ingredient in Finland. Filtered from the roots up through the trunks of birch trees, the water, or sap, collects vital minerals and vitamins and is full of the antioxidant manganese.

"Although a traditional springtime drink in Finland and other parts of the world such as Canada, tree waters are a totally new concept to consumers in the UK", comments Ian Firth, creative partner at Horse.

"Clarity of product communication was therefore paramount, so we used the packaging structure to our advantage. To help communicate provenance, the water is packaged in a cylindrical paperboard can which we designed to resemble a real birch tree. This helps overcome some of the challenges of communicating an unusual new product, but equally distinguishes the water from other beverages."

An innovative and contemporary liquid packaging system, the can is made from 75% wood, is fully recyclable, and made mostly from renewable paperboard from sustainably managed forests. Winning numerous environmental and sustainability awards, the 'Lamican' enables drinks to be stored ambiently and has the lowest carbon footprint when compared to aluminium and PET.

"The design has been considered holistically, with both the packaging and the product helping to contribute to the preservation of forests", says Firth.

Read more

via Packaging of the World – Creative Package Design Gallery http://ift.tt/1PXTVyM