Artika springwater Label
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Client: Alko Oy Rajamäki Food Unit
Place: Helsinki, Finland
Year: 1994
Photos & naming: Federico Garcia
Highlights:
In 1994 I designed two labels for ALKO's premium spring water bottled in Rajamäk, Finland (ALKO is the Finnish alcohol monopoly).
I based my design on a verttical and transparent label and integrated to the elegant borttle designed by Dan Britse
(a Swedish industrial designer).
Together with Dan, I suggested to ALKO and Ogilvy Helsinki 5 names to brand the product, among them: Arctica (also Artika) and Pure Nordic.
When we presented the dummies for labels and mockups for bottles, together with a list of potential brand names, our suggestion to Ogilvy Moscow was to test
the potential names using only a neutral typeface, without presenting any sort of designs of logos, symbols, labels, nor bottles, in order to avoid interfering with the tested people's real preferences for a connotational and euphonious name.
After the survey with focus groups in
Saint Petersbourgh and Moscow, Ogilvy Moscow found out that the preferred name for the springwater was Artika, one of the names suggested in the list we presented to both Ogilvy Helsinki and Ogilvy Moscow. The survey also helped to discover that the bottles we suggested were "too elegant" (wine-like bottles) to the eyes of the Russian market. Therefore, both bottle and label simply remained in the unsuccessful projects' drawer.