Leading mineral water brand, Volvic, had successfully launched a child-friendly extension of their water with fruit flavours, named Magique, in France and wanted to extend the concept into the UK market. However here a bigger prize awaited: to appeal to adults who found the concept of plain water ‘boring,’ too.

The name and graphics for Magique were considered too young and not ‘natural’ enough, so we were invited to create a new descriptive sub-brand and pack design that would reflect this ‘water with a hint’ idea, evoking pure refreshment and natural fruit cues.

Volvic Touch of Fruit - a name to reflect its ‘little touch of fruit flavour’ and with a pack evolution that retained all the Volcanic purity but which added a splash of strawberry, orange and peach or lime and lemon. The brand has grown to the number one flavoured water brand in the UK – and has retained its position of leadership in a flavoured water market now worth £116 million. Recently the brand has been relaunched in France as ‘Touche de Fruit’!