Client
Danone Waters
Agency
Coleman
Team
Heinrich Lentz, Ivan Bel:
Industrial Design, Design Engineering
Credits
Photos: Danone, Coleman
Branding by Coleman
Lanjarón: iconic purity, repositioned.
Danone Waters Spain wanted to reposition its Lanjarón brand to mass premium through a branding overhaul and new packaging design. Product design of the bottle range effectively delivers brand values by balancing premium aesthetics with production and logistics requirements.
Client
Danone Waters
Team
Heinrich Lentz, Ivan Bel:
Product Design, Design Engineering
Agency
Coleman
Credits
Photos: Danone, Coleman
Branding by Coleman
Services
Design Research
Concept Development
Product Design
Mock-up
Design Engineering
Technologies
Glass blow moulding
PET blow moulding
The challenge:
premium, by design
Danone, leading the €500m Spanish bottled water market with a 20% share, saw competitors successfully focusing on medical properties, beauty, or wellness. Recentering on Lanjarón's core values should strategically reposition the brand as mass premium.
The concept:
exquisite origin and pureness
From a natural source beneath Pico Veleta in the Sierra Nevada, a Unesco Biosphere Reserve, Lanjarón is renowned for its mountain origin. Concept development focused on transmitting just that - pure mountain spring water.
The silhouette of Lanjarón‘s signature peak was sculpted into a three-dimensional brand icon. Undisturbed lines transmit transparency and pureness, while a seal emphasizes origin.
Catering formats:
iconic elegance
A single, elegant line defines the volume of the catering bottle - accentuated by the relief of Pico Veleta. The meticulously designed silhouette is optimized for high-volume glass blow-moulding.
The new formats retain compatibility with existing crate dimensions to facilitate logistics.
Returnable catering format:
origin and heritage
Prominent shoulders and Lanjarón‘s seal convey a sense of proud heritage: a clear, transparent volume rising from the mountain‘s relief effectively transmits brand values. A sturdy layout ensures longevity through filling and shipping cycles.
PET retail format:
uniquely transparent
The retail bottle features a unique clear dome, free of reinforcing grooves - standing out elegantly on the shelf. Careful adjustments optimizing aesthetics and structural resistance allow for production with as little as 21g of PET, in a bid for environmental responsibilty.
Spain’s oldest bottled water brand, rejuvenated
Lanjarón‘s market share rose by 20% following its most profound redesign since 1818. The line has been expanded to include 8 formats, serving the retail and horeca sectors. Now reaching 6,7 million regular customers in Spain, Lanjarón pure spring water is exported to selected markets worldwide.
8
new
formats
Pentawards
Silver Award
20%
increase in
market share
6,7M
regular
customers
8
new
formats
20%
increase in
market share
Pentawards
Silver Award
6,7M
regular
customers
8
new
formats
20%
increase in
market share
Pentawards
Silver Award
6,7M
regular
customers
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