Project type: Visual Identity

Vichy Nouveau is a Swedish mineral water brand that made waves in the 1980’s as the first flavored mineral water in Sweden. But as time moved on and the market became over-saturated with refreshing on-the-go alternatives it was discontinued in 2007.

15 years later, the brand is reinvented – this time as a circular alternative to the ever increasing disposable culture where single use products are consumed at a staggering pace. The rebirth of Vichy Nouveau is a product for the future, removing the need for the production, transportation and disposal of packaging altogether by providing a full service offering including water filtering, carbonation and taps, complete with elegant jugs and glasses.

The new brand is as removed from the old identity as it is from linear systems. Based on the alchemy symbol for water as one of the four basic elements, as well as the symbol for the mother and vessel, it was a natural fit for a new way of consumption with less impact on future generations.

The symbol becomes the first initial in the logotype, and is contrasted by the second initial which breaks the status quo with energy and purposeful direction. Together with the word mark, they form an identity that is both unique and relevant for today and for the benefit of the future.

2021

Agency & role:
Design Director at Grow Stockholm

Client:
Carlsberg Sweden