a lighter, fresher, alternative
Although much loved Karvan Cévitam is the market leader in cordials in The Netherlands, the product is perceived as being an everyday children’s drink with consumers typically losing interest in the brand once they hit their teenage years. Our challenge was to grow Karvan Cévitam penetration within the young adult demographic and to make this consumer group feel proud to put cordials on their table.
- Client / Karvan Cévitam
- Work / Brand / Packaging
- Year / 2020
a new premium audience
We created a name, dynamic visual identity and packaging designs for a new range, targeting a more premium audience to Karvan Cévitam core. The range is aimed at young, pre-family adults searching for an exciting alternative to alcohol with more adventurous products and packaging.
‘Signature Blends’ is a lighter, fresher and more sophisticated alternative to the Karvan Cévitam core range, upgrading water consumption and occasions and appealing to both men and women. As with the core range, the product proposition is centred around diluting the concentrate with water, with consumers adjusting the strength according to taste, creating their own personal ‘Signature Blend.’
The new design retains the recognisable diamond key equity from the core range which also inspires the faceted diamond coloured background of each pack, aiding varianting and range navigation. Gold typography has been introduced to elevate and premiumise the range aesthetic, while photography led fruit cameos evoke taste appeal and a sense of deliciousness.
a grown up sense of occasion
The visual identity and design for the new range induce a ‘grown-up’ sense of occasion with almost cocktail shaker like appeal and establish Signature Blends range as being the champagne of water mixers!
“Signature Blends will allow us to continue to hydrate the nation while reaching a completely new audience with more sophisticated, great tasting usage occasions. PB’s disruptive packaging designs reflect the more premium and stylish nature of the range. Consumers now have a ‘table-worthy’ version of Karvan Cévitam to share with their friends.”
Fanny Gresset, Senior Brand Manager, local drinks brands at Kraft Heinz