DIAMOND PENTAWARD 2011 – BEST OF THE SHOW – NINE
DIAMOND PENTAWARD 2011
BEST OF THE SHOW
About the Best of the Show – Diamond Pentaward 2011
Ramlösa premium PET* bottle designed by NINE, Sweden
The Swedish mineral water Ramlösa was facing some real challenges in the beginning of 2010, with an iconic premium bottle shape in glass that was much too heavy for transport and with too high costs in terms of production and environmental impact. The obvious choice was to design a new bottle in PET, but would high-end customers accept a premium product served in a plastic bottle?
The producer Carlsberg Sweden gave design – and innovation agency NINE the task of designing a new bottle for the premium version of Ramlösa, in the more environmentally friendly material PET.
Please find the intriguing story of the old Swedish brand Ramlösa, as well as the challenging task to develop a new packaging format that changes the perception of PET as possible premium material, below.
THE MAIN CHALLENGE FOR NINE, DESIGN – AND INNOVATION AGENCY:
Investigate and identify a design solution for Ramlösa PET that conveys premium quality and can change the perception of PET as an ordinary material which customers have today.
Environmental gains with new bottle !
The transported packaging weight was immediately reduced by approximately 90% for bottles, which resulted in lighter and faster transportation. The transportation of empty glass bottles from England was discontinued.
The production of PET uses approximately 65% less carbon dioxide than glass, which is a direct environmental improvement for the new packaging format.
The Ramlösa History
Ramlösa is a natural mineral water, originating from the ancient spring Ramlösa Hälsobrunn in the southern part of Sweden.
The spring was found by a German physician named Johan Jakob Döbelius, who arrived in Sweden by accident at the beginning of the 18th century. Döbelius’ original destination was England, but due to extreme weather the ship stopped in Gothenburg on the Swedish west coast. Döbelius remained in Sweden as a district medical officer and spread the word widely about Ramlösa’s unique water while travelling.
In a brochure from the time he described the phenomenon of the water, which was said to be able to cure everything from dizziness to scurvy. Even before Döbelius, Ramlösa Hälsobrunn was well-known for its nutritional water. Soldiers with iron deficiency often came there to drink the water.
“ The successful launch of Ramlösa in a unique premium PET bottle has increased the number of our customers by 16%, and the more environmentally friendly packaging has been an important step in our CSR work.”
Paul Davies, Marketing Director, Carlsberg Sweden
In addition to the Diamond Pentaward trophy, NINE received the amazing EskoArtwork Suite 10 software, one of the most powerful design and visualisation programs, worth €5,000.