16 March 2015
Kingsdown Water launches range of pressés with packaging design by Lewis Moberly
Kent-based Kingsdown Water launches a range of five lightly sparkling single serve pressés: Elderflower Sparkle, Cloudy Lemonade, Orange Sparkle, Rhubarb Sparkle and Apple Sparkle.
Following Lewis Moberly's 2007 rebrand of still and sparkling Kingsdown Water the bottles began appearing in top restaurants and hotels such as The Savoy, The Wolseley, and Pied à Terre, and sales rose by 34% in just eight months.
This first-ever range extension from Kingsdown Water looks set to have a similarly transformative effect on the fast-emerging adult soft drinks market.
A natural choice
Bottled at source in Kent, in the heart of the North Downs, just outside the village of Kingsdown, these pressés blend the Kingsdown Water which is famously filtered through the chalk of the North Downs, together with entirely natural ingredients.
The result is a drink which delivers both the purity and quality of chalk-filtered water and the freshness of natural fruits. Will Bomer, MD of Kingsdown Water, needed designs which would clearly convey the product quality, retain the strong brand equity built up in the core range, and be aesthetically refined enough to sit comfortably on a restaurant table alongside a bottle of wine.
He turned to Lewis Moberly. "From the work we did together eight years ago - which picked up a highly coveted Gold at the DBA Design Effectiveness Awards - I knew that Lewis Moberly is an agency that produces beautiful designs which sell," he explains. "It's relatively easy to find people to produce good design but few can make it commercially effective."
A fine balance
"Kingsdown Water has a distinctive transparent layered design. In extending the brand portfolio we set out to build on this and create a unique design for the pressés" explains Mary Lewis, Creative Director at Lewis Moberly.
She continues: "The overlapping fruit suggests purity, delicacy and pleasurable layers of taste. The minimal design is sophisticated in its simplicity and confidence. Subtle product colours are enhanced by layers of white, creating a fresh and lively contrast. We had to achieve a fine balance between purity and style, worthy of the dinner table and to share with friends."
On-trade launch
With an initial launch to the on-trade, including Shepherd Neame's 360 pubs across Sussex, Kent and Essex, the pressés will also be sold on the company's website, and later in 2015 will be sold in selected retailers.
