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Ramlösa is a Swedish brand of mineral water, bottled in Ramlösa in the southern part of the country. The well was founded in 1707, and the water has been available in its current bottled form for about a century. Today, the brand and the bottling plant are owned by Carlsberg.
Recently, Ramlösa introduced a new label design for its retail packaging for non-flavoured water, called "Ramlösa Original". The new label was designed by the Swedish agency Nine, which has done a lot of design work for Carlsberg, including Ramlösa's acclaimed premium packaging last year (read more about it at BP&O)
Ramlösa's retail packaging was last redesigned in 2007 by the British agency JDO, who helped reposition it to target "young unisex city inhabitants with a busy and active lifestyle". It was a relatively radical overhaul of a label that had only gone through incremental changes for a century, and faced harsh criticism from an ad man who had previously worked for Ramlösa, who said Ramlösa was imitating its competitors.
This time, Ramlösa has chosen a Swedish agency, and Nine seem to stress that this is a careful update. They also say the new label provides better contrast and a clearer hierarchy. The most noticable change is that the blue line pattern has been switched for a lively image of water.
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