Schweppes Abbey Well is a British brand of mineral water, tapped from a source in Morpeth, Northumberland. Last month, an overhauled label design that celebrates the brand's British origin, reflecting the fact that Abbey Well is the official water of the London Olympics.
The brand is owned by Coca-Cola, who bought Abbey Well in 2008 as they sought to get back into the bottled water market after the failed launch of Dasani in 2004, which turned disastrous when authorities discovered that the product contained bromate. The same year as Coca-Cola's purchase, the product added Schweppes to its name and revealed a completely new package design, created by Coley Porter Bell. The package design was updated a few years later.
The new design was created by Kontrapunkt, one of Denmark's leading design agencies, and an interesting choice for a brand exercise aimed at promoting British heritage. The interpretation of Britishness is very literal with the Union Jack in the background and a red-white-blue colour scheme. The agency says it avioded more natural themes for something that is "urban, dynamic, powerful and contemporary". The Schweppes logo has been downscaled a turned single-colour, allowing Abbey Well to build its own identity.
Although the Olympics are heavily sponsored, the actual events are advertising-free zones. For the Olympic arenas, Kontrapunkt also designed a label with the words "Still Water" in a similar typeface, pushing the IOC limits somewhat.
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