Services
Brand design
Brand strategy
Sectors
Aviation
Consumer & retail
Transportation & logistics
Location
Singapore
Services
Brand design ,
Brand strategy
Sectors
Aviation ,
Consumer & retail ,
Transportation & logistics
Location
Singapore

Simply pure drinking water in a smart packaging solution

SATS’ Food division tasked us to develop a B2B4C brand for a bottled water product. Aimed at elevating airline passengers’ in-flight experience the brand would also extend beyond the aviation sector to reach institutional and commercial catering customers – boosting SATS’ brand prestige.

The 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?

We established through our review of existing packaging that there was an inconsistent brand identity and that the dated packaging design made the product look cheap. It did not reflect positively on SATS or add any perceived value to the SATS brand. Other than the ‘Blu’ name, there were no visual equities to take forward from the existing packaging.

Working from an approved brand key, we ensured that the ‘Blu’ values aligned with elements of the SATS sustainability pillars: Sustainable Nutrition, Treasuring Resources & Connecting People.

Our team focused on the single-minded proposition that ‘Blu’ water is pure – its distribution is carefully handled by SATS in ensuring the water is kept in the right condition to guarantee purity of taste.
The creative idea of ‘Simply Pure’ was brought to life through a brand personality concept that signalled a clean, sophisticated and bold visual language.

Our solution revitalised the ‘Blu’ water branding with a new identity including a proposed new packaging design to move away from round bottles – which are inconvenient to manage and store – to a smart design solution which is both appealing and practical.

Applying a simple set of brand identity elements across a set of packaging SKUs gave the ‘Blu’ brand a fresh breath of life. Blu’s beautifully crafted brand identity evokes the purity of a droplet, water in its most natural and simplest form with a clean and sophisticated packaging design and elegant, premium cues.

And following a series of refinements to the ‘Blu’ identity, a premium solution is set to elevate the perceived value of the SATS brand to both customers and also consumers.

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