To create the birch water market in the UK, the brand needed to educate consumers, so innovative attention-grabbing packaging was vital for them. Clarity of product communication was therefore most important.
To help communicate provenance, the water is packaged in a cylindrical paperboard can which has been designed to resemble a real birch tree. This helps overcome some of the challenges of communicating an unusual new product, yet equally distinguishes the water from other beverages.
The design has been considered holistically, with both the packaging and the product helping to contribute to the preservation of forests - the can is made from 75% wood, is fully recyclable, and made mostly from renewable paperboard from sustainably managed forests. The 'Lamican' enables drinks to be stored ambiently and has the lowest carbon footprint when compared to aluminium and PET.
The packaging 'tree' design is further reinforced through a secondary branded 360 degree wrapped label. The motif helps tell the story of how the sap travels up the tree by doubling as an upwards pointing arrow.
The packaging 'tree' design is further reinforced through a secondary branded 360 degree wrapped label. The motif helps tell the story of how the sap travels up the tree by doubling as an upwards pointing arrow.
