Fiji Water updates graphics, refreshes look for bottles
October 05, 2005
by FoodBusinessNews.net Staff
LOS ANGELES — Fiji Water will feature a new look for its iconic square bottle starting this month. Updated graphics, along with compelling usage of the bottle’s back panel, will refresh the look of the bottle while more effectively communicating the water’s properties, the company said.
The enhancements to the bottle will emphasize Fiji Water’s artesian source, located at the edge of a rainforest in the remote Fiji Islands. A new printing process will give the graphics a contemporary appearance and a photo-realistic finish.
"If you could drink water from any place in the world, you would want that place to be Fiji," said Thomas Mooney, Fiji Water vice-president of marketing and business development. "It is the water’s remote, protected, natural source that produces Fiji Water’s one-of-a-kind purity, taste and wellness benefits. We use a sealed delivery system to protect Fiji Water’s purity from the moment the water is drawn from its artesian aquifer deep below the earth’s surface until you unscrew the cap."
According to the Environmental Protection Agency, water from artesian aquifers is purer because the confining layers of rock and clay protect the water from contamination.
Key changes to the bottle include the addition of the phrase "From the islands of" above the Fiji name on the front of the bottle to immediately communicate that the water is bottled at its source in the Fiji Islands.
Since Fiji Water is not a surface water, but comes from an artesian aquifer deep within the ground, the waterfall has been replaced with a palm frond design. The tropical motif continues with a single large fuchsia hibiscus photograph.
Four different back panels for the bottles will allow consumers to learn more about Fiji Water’s origins, explaining how the water is naturally formed and how it is naturally good for the body. Each panel describes a distinct attribute of the water. The back labels are titled: "What ecosystem is your water from?"; "Untouched by man. Until you drink it."; "What is artesian water?"; and "Bottled in Fiji. Shipped to you."
The company also will begin using a new tagline, "The nature of water," emphasizing the water’s pure natural origins.