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How tap water was rebranded as luxury Lahti Aqua

 How tap water was rebranded as luxury Lahti Aqua

The current water works system in the town of Lahti, in Finland, turned 100 this year (2010).

To celebrate a century of providing clear, quality water, Lahti Aqua wanted to change the perception that people around Lahti have, of their regular tap water

Officials wanted to position the water that runs in the taps of Lahti as being “of better quality than bottled water, the cleanest brightest most natural tap water in the world.”

The water was rebranded it as luxury tap water to distinguish it once and for all from all the other tap waters in Finland.

Tihis was helped with the design and manufacture of a unique water carafe. Put directly to everyday use, the carafe served as an alternative to bottled water in restaurants and cafes.

In addition, a high quality film was created to launch the brand and associate Lahti Aqua with the best products in premium categories.

The new ‘brand look’ presented itself in numerous print and digital material throughout the campaign period.

A Lahti Aqua Water Bar was also created for fairs and other large public events. A unique way of displaying the extraordinary uniqueness of the natural tap water, the bar aims to function as an oasis in the middle of the noisy crowded public events, serving clear cool natural water to stressed and tired event goers.

A festival concept was conceived for the 100 year anniversary party, held on February 2, 2010 at the Sibelius House in Lahti. Up to 500 came to enjoy the atmosphere, all receiving the Lahti Aqua water carafe as a souvenir

The website www.lahtiaqua.fi has played a central role in unifying the campaign.

From announcing important events to documenting the design process of the unique water carafe, the website offers an entertaining behind the scenes view to the luxury tap water ideology and the story of Lahti Aqua.

To see this case study in more detail see the video below.

AJR
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