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Mount Franklin Rebrand



Agency: Creative Platform
Project Type: Produced, Commercial Work
Client: Coca-Cola Amatil
Location: Sydney, Australia
Packaging Contents: Spring Water

‘Mount Franklin’ Pure Australian Spring Water has refreshed it’s brand identity and redesigned their bottle for the first time in many years.

The new bottle was designed by Creative Platform and the Mount Franklin brand team and features modern, pure clean lines and a unique shape, building on ‘Mount Franklin’s’ heritage. It also fits nicely in your hand and feels clean and smooth, to help further enhance the brand’s premium positioning with consumers.

At the same time, the bottled water brand is revealing a fresh and modern visual identity across the entire Still range.

"We needed to rethink and simplify the brand equities to re-establish our premium positioning. Updating the brand mark with a modernised logotype and fresh water-source device gives us a consistent message of the 'purity of Australian spring water’. The water colour theme uses shapes and colours to represent the Australian landscapes of Mount Franklin.” said Arnie Grainger, Creative Director at Creative Platform.

“’Mount Franklin’ is a loved and trusted Australian brand and has been keeping Australians hydrated and refreshed for over 20 years. We’re excited to deliver a premium offering to consumers every day.” Victoria Fraser, Group Marketing Manager, CCA Brands.


What's Unique?
The new bottle was designed by Creative Platform and the Mount Franklin brand team and features modern, pure clean lines and a unique shape, building on ‘Mount Franklin’s’ heritage. It also fits nicely in your hand and feels clean and smooth, to help further enhance the brand’s premium positioning with consumers.






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