Services
Strategy
Design
Sectors
Aviation
Consumer & retail
Transportation & logistics
Location
Singapore
Services
Strategy ,
Design
Sectors
Aviation ,
Consumer & retail ,
Transportation & logistics
Location
Singapore

Simply pure drinking water in a smart packaging solution

Faced with the European Union’s ban on single-use plastics, the aviation industry is seeking alternative in-flight catering solutions for flights to the EU’s member countries. SATS’ Food division tasked our team with developing a sustainable packaging roadmap for Blu, a bottled water brand supplied to its aviation and, potentially, to other institutional and commercial customers.

Challenges & Opportunities

1
1

How can bottled water help tell a sustainability story?

2
2

Can a commodity product be designed to look premium?

3
3

Can a B2B brand create demand from end consumers?

An evolving journey

While the first stage of this journey was evolutionary, the final destination involved crafting a premium brand, enhancing airline passengers’ in-flight experience, delivering on SATS’ sustainable business strategy and elevating the appeal to end consumers.

Safe & smart

Ensuring that the Blu values aligned with the SATS sustainability pillars: Sustainable Nutrition, Treasuring Resources & Connecting People, the first stage of the roadmap revitalised the Blu branding with a new identity including a new structural packaging design. The opportunity was to depart from round bottles which are not only inconvenient to transport and store, but are a potential hazard on-board aircraft when dropped on the cabin floor. A smart design solution took flight in a rectangular format, one that was practical, safer, more cost effective and which also had heightened brand appeal.

Pure & healthy

Focused on the single-minded proposition that Blu water is pure – its distribution is carefully handled by SATS in ensuring the contents are kept in the right condition to guarantee purity of taste – the brand’s clean, sophisticated and bold visual language deserved alternative packaging formats that are on-brand and en-route to a sustainable future.

A sustainable destination

Retaining the same rectangular bottle structure, a Tetra Pak concept was created for a series of Blu SKUs based on paperboard, a recyclable raw material made from wood. And Blu’s ultimate end-destination was conceptualised in terms of light-weight aluminium packaging, infinitely recyclable, conveniently durable and stylishly desirable. Designed not for waste, but with taste, the purity and beauty of Blu’s future packaging design promises a product brand to be retained rather than recycled.

Awards

Transform Awards Asia Pacific 2020

  • Best Use of Packaging – Gold
  • Best Visual Identity from the FMCG sector – Gold
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