Mineral Water Bottle Label Project
Purpose.
A very old local Dairy has had a significant drop in sales of its milk delivered to the doorstep in glass bottles. Consumers are buying their milk in large plastic containers from Supermarkets.
Because of this, the Dairy has had to take one complete bottling line out of production and they are now also left with a stack of unused 1pint glass milk bottles.
For many years, the company has been using water pumped from a deep well underneath the factory floor for cleaning the dirty returned bottles. Recently the owners have discovered that the workforce have been taking bottles of this water home to drink as it has a pleasant taste and is much better than the local tap water.
Analysis of the water has found it to be one of the highest quality mineral waters in the UK.
The owners of the Dairy are now in a position to be able to bottle and distribute a High Quality Still Mineral Water at no cost other than for the labour necessary in bottling. There is no additional cost for distribution as they will use their existing distribution network, the "milk float". The Mineral Water will be sold at a price well below that of the cheapest brand found in the local Supermarket.
The major start-up cost will be in Advertising. A policy decision has been made to start off slowly with a minimal expenditure and test the market with different styles and approaches. Their market research will be "real" as opposed to random questionnaires etc.
The owner has a friend who owns a small packaging company and has offered to print and die-cut the labels. He has suggested that to reduce the initial costs, the labels should be printed with two colours on a coloured card.
Brief.
Design and make:-
- Logo and corporate image reflecting the high quality, a local product and the recycling of the glass bottle.
- Leaflet to be delivered with a free local newspaper to promote the new Mineral Water with a competition.
- Label to go on existing milk deliveries to promote the Mineral Water and ordering information.
- Label for Mineral Water Bottle with all statutory information and a discount flash for further orders.
No label can be permanently attached to the bottle, as this would cause major problems with the cleaning plant when the bottles are returned for reuse.