Drink In The Real

Deep Spring has been part of Kiwis’ lives for longer than many local brands today. But the explosion in competition that we’ve seen in the drinks fridge over the last few years became a clarion call for the brand. While loved by some loyal regular drinkers and considered with affectionate nostalgia for others, its distinctiveness had gotten lost in the noise.

Client:
Deep Spring

Sector:
Food & Beverage

Role:
Visual Identity Systems, Packaging, Web,

Project Details Hide

We needed to find a way of connecting with a wider group of consumers and, more importantly, a reason for doing so. The answer lay in what’s always been special about Deep Spring from its very beginnings - real NZ spring water, real ingredients, and real history. We created a contemporary way of speaking to these authentic, local roots - Drink in the Real - reviving its rich heritage and allowing us to tell
a fresh, vibrant story from pack through to comms.

We refined our masterbrand logo to imbue it with character and a joyful sparkle. Introducing subtle heritage cues reconnected the brand with its authentic local history, inflecting it with a warm and friendly tone of voice, marking a confident new direction for the Deep Spring identity. This was supported by a refreshing illustration style and a charming typographic treatment, creating a brand experience which treated authentic heritage in a fun and contemporary manner.

With sales still strong we needed to start embedding our new identity without disrupting shopability and recognisability of the existing packaging. We developed a transitional two-year plan to help evolve the Deep Spring today into the Deep Spring of tomorrow. The current phase sees us working with the existing pack hierarchy but beginning the journey towards our new pack identity with the introduction of suite of distinctive new assets.

We wanted to re-introduce Deep Spring to the world, and reinvigorate people through the story of ‘Drink in the real’. We created a series of larger than life typographic visuals that connected Deep Spring to the sensorial experience of real refreshment in a fun and playful manner across both digital and out of home applications.

An experience bursting with flavour and delight at every interaction, our digital presence allowed us to bring our assets to life and connect audiences to Deep Spring’s new positioning through a richer medium.

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