Innovation | Branding | Customer Experience

PURE NORWAY

Capturing the essence of Norway—the sustainable way
PURE NORWAY

A Norwegian lifestyle brand brings its ethical ethos to the water category. corner-left-box

A clean offering answers consumer concerns

In Asia, environmental pollution is an ongoing problem, degrading the natural water sources that consumers can drink from—and contributing to the stress felt in their everyday lives. Discovering that they crave clean water derived from places that align with their values (simplicity, serenity and sustainability), we helped lifestyle brand PURENorway break into the canned water category with a proposition that resonates in the Asian market.

Leading the brand strategy, sustainability narrative and package design, LPK positioned the new offering as the environmentally conscious choice for Millennial and Gen-Z consumers who want to do good with their dollars.

Making a difference the Norwegian way

The water market is a super-saturated one, so we needed to convey a powerful brand promise that mirrors the values of PURENorway’s target consumer. We focused on the many ways PURENorway and its country promote sustainability in superior, hyper-innovative ways: a 100% aluminum, infinitely recyclable can. A zero-footprint supply chain that makes use of return routes and idle cargo to ship without adding to pollution. And a donation of 1% of turnover to organizations leading marine plastic cleanup efforts.

LPK wove these commitments into a brand narrative and positioning—Making a difference the Norwegian way—to ensure the brand’s ethical stance was expressed across all touchpoints.

A landscape of flavors

Knowing the brand’s consumers yearn for nature, LPK's design team celebrated the pristine landscapes of Norway front-and-center on pack—from its steep fjords and winding rivers to craggy mountaintops and lush botanicals. Can to can, the range tells a story of diverse flavors derived from the glacial belts of Norway—a refreshing escape for stressed-out consumers.

“

Honest, iconic, immersive. This work is the result of a deep understanding of our essence as a brand. Our vision has been translated into the sustainably beautiful experience we want to represent.”

EVEN OVNERUD

MANAGING DIRECTOR, PURENORWAY WATER ASIA

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