Icelandic Glacial Rebrands Itself

Icelandic Glacial water is re-branding its logo, bottle and outer box packaging by launching a redesign that embraces the brand’s native country of Iceland. Arriving on store shelves in mid-September, the new identity was developed by communications agency Team One, a division of Saatchi & Saatchi, to immerse consumers in the full Icelandic Glacial experience of purity, beauty and pristine environment.

“After months of creative thought and development, Icelandic Glacial is proud to introduce the world to our new identity,” said Jon Olafsson, chairman and co-founder, Icelandic Glacial. “Our distinguished partners at Team One captured the essence of Iceland and we’re confident it will be embraced by consumers around the globe.”
 
Upon taking on the project, Team One conducted research to identify how Icelandic Glacial could better separate itself from the competition in the water aisle as well as understand consumer perception of Iceland. The findings indicated an opportunity to leverage the culture, beauty and natural resources of Iceland, along with the purity of the famed Olfus spring, to make Icelandic Glacial more distinctive from other premium waters.
 
The new bottle features a variety of enhancements that highlight Icelandic Glacial’s homeland and create a unique voice for the brand as unmistakably Icelandic. Featuring frosted matte finish panels, a window in the shape of Iceland that displays the country’s topography and retaining the brand’s unique glacial bottle shape, the new design captures the essence of Iceland and underlines the premium nature of the product. Updates include a dramatic new black script, additional information on the 5,000-year history of the source, emphasized pH information and a bold, lava-inspired black cap. 
 
The bottle’s back panel includes the new tagline “Source of an Epic Life,” which speaks to Icelandic Glacial’s unrivaled purity and the extreme persona of Iceland.
 
“The new design draws more deeply upon the mystique of Iceland,” says Tim Meraz, director of brand design, Team One. “It gives it the premium look of a top shelf spirit bottle, which you don’t expect in the water aisle.”
 
New packaging for Icelandic Glacial will start rolling out in mid-September nationwide.
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