Responses by Alfonso Fernández, creative director, After Brand Consultants
Background: Andea’s water comes from a cave discovered in a mountain on the outskirts of the city of Cusco, Peru. The water is a product of the rain that over time is filtered by the mountain, conserving all the minerals and properties. Though Andea is a water of extraordinary quality, the problem arose in packaging. The brand used a generic bottle and the visual codes were repetitive, which made it lack personality and blended in with the rest of the category. Our client wanted to distribute Andea in hotels, cafes and exclusive restaurants, but with the current packaging, it could not enter these establishments. It was rejected because these establishments felt that the water did not reflect the quality they sought to deliver to their customers.
Reasoning: We designed a bottle shape that is visually attractive but simple in its preparation. We opted for a retro style with rounded angles on a wide surface. While the rest of the bottle category was on a path of using blue ink, we would only use black ink. We used the letter A to represent the mountain inside. We complemented this with the simple way of putting the natural properties of water, using the table form of chemical elements to highlight them.
Challenges: Trying to reflect the purity of the content with the bare minimum, using only black ink and a retro bottle where the content is displayed well. In addition, positioning the brand as a premium water that is at the same level of the prestigious places where it is sold.
Favorite details: Andea is a brand that has transcended the product and is now a decorative element. Clients usually take the bottle home after drinking it and use it as a decorative element. Even on social media, we see a lot of influencers using the bottle for decorative purposes.
Specific demands: The clients trusted us and gave us total creative freedom. They were open to our suggestions, which directly influenced the good results we obtained.
Anything new: It was exciting for us to be involved in the manufacturing process of a new bottle. It was our first experience in the development of a glass bottle in the studio. We also learned about the limitations of black ink serigraphy on glass. Locally, it is complex to handle serigraphy on glass, which led us to replace some elements of the bottle to avoid losing some details at the time of printing.