Asprey Creative

37 Freeman St, Fitzroy North VIC 3068, Australia

Design Agency: Asprey Creative
Project Type: Produced, Commercial Work
Client: Schweppes Australia
Location: Melbourne Australia
Packaging Contents: Water
Packaging Materials: Plastic

Our challenge with Frantelle was to create a compelling brand story for a trusted Australian brand with high awareness, but needing to differentiate itself from other waters. With rational benefit being such a level playing field in this category, we knew we needed to build a very emotional reason to believe.

The new look Frantelle is anything but boring – it’s contemporary, witty, energetic, and stands out in a sea of bottled water sameness.

What’s Unique?
Our solution breaks new ground in the water category by building a bold, motivational and fun call to action on each pack format that’s specific to its primary usage occasion. We built a brand story around gently and light-heartedly encouraging people to think about the need to keep hydrated and the occasions when water would be handy. We also drew on some iconic Aussie symbology to reinforce the brand’s heritage and newly found wit.