Linée Launch
| Fact |
Value |
| Contact |
Hamburg |
| Client |
Gerolsteiner
Linée |
| Project |
Launch |
| Industry |
Consumer Goods |
| Timeline |
11 Months
Apr 06 - Mar 07 |
| Services |
Brand and Product Innovation
Brand Naming
Brand Identity
Brand Audit (including VISEQS)
Competitive Analysis
|
| Team size |
9 The Brand Union
3 Client |
Gerolsteiner is a leading, innovative brand for mineral water and soft drinks. Observing the general trend towards more health and body-conscious nutrition, Gerolsteiner decided to develop a natural product that reduces appetite. The result was a vitality drink that stabilises energy levels via long-chained carbohydrates and helps to decrease hunger between meals.
The Brand Union focused on developing a brand personality for Linée. We were entrusted with determining the strategy, naming, bottle shape and graphic design, and with implementing these in the bottle label and the six-pack wrapper.
The key objective was a positive and light demonstration of the product’s benefits without implying that the figure and health-conscious target group had weight or eating issues.
Convincing
The soft, evocative name of Linée and its gently curved bottle appeal to consumers’ emotions, inviting them to take a closer look. The understated allure of the design allows the explanatory claim “stabilises energy levels” to take effect. The back of the label provides the more inquisitive consumer with additional information about the effectiveness of the product.
Sensitive
The design makes a pleasing and friendly impression on the consumer, without being overpowering. We use a positive mood to communicate a sensitive topic. Far from being seen as a dieting product, Linée, with its energy-level stabilising and nutritionally balanced properties as well as non-clinical design, is a happy product that can be enjoyed to the full. It’s a pleasure to buy Linée.
Delicious
Fresh colours and appetising illustrations are mouth-wateringly appealing. The fruit pictures evoke the different flavours and make reference to the natural ingredients.
Gleaming white, fine lines, circles. Space for associations. The round design elements symbolise balance and embody this in a well-proportioned way by being aligned at the label’s centre. The Gerolsteiner brand is also tangible and, together with the Linée logo and the slim, hourglass bottle shape, creates a harmonious overall look.
Gerolsteiner presented its innovative Linée brand for the first time at the “Internorga” trade fair in March 2007. It received very positive feedback. Sales development during the first few months clearly exceeded the company’s expectations.
