Creative Agency: Anthem Singapore
Creative Director: Spencer Ball
Designer: Steven Soh
Client Management: Anne Kernahan, Mia Susanto, Edmund Chia
Project Type: Produced, Commercial Work
Client: PT Orang Tua, Indonesia
Packaging Contents: Mineral Water
Packaging Substrate / Materials: Plastic
For its first venture into a highly competitive category, Orang Tua requested Anthem to create a new brand and packaging for premium mineral water.
In a heavily commoditised and competitive market, visual differentiation is essential. Using the source of water as inspiration, Anthem created a visual story for both the label and the bottle structure. The rugged peaks and cool waters of Central Indonesia were illustrated to reflect pristine water, punctuated with a signature butterfly, symbolising the life-giving properties of nature.
The structure, designed in harmony with the label, echoes the water's mirror image as a canvas on which the story unfolds.
It was PT Orang Tua's first foray into the mineral water category and hence the design was clearly thought out to reflect a premium yet natural product suited for the mass market.