VBAT wins Red Dot Award for Whole Earth can design
6 August, 2008
VBAT has won the prestigious international Red Dot award for the Whole Earth can design.
After multiple nominations for other Design Awards this prize could not have come at a better time. The Whole Earth brand (part of the Wessanen company) has been re-introduced onto the UK market in 2005 and recently introduced into the German market. An introduction into the Dutch market will follow shortly. The Red Dot Award is the second prize celebrated by VBAT this summer after winning the first Gold Design Lion in Cannes for the Amstel Pulse (lager) bottle, designed for the Heineken Company.
The Whole Earth logo, as well as the packaging for cereals, was re-developed in 2005 and the brand has seen significant growth in sales ever since. The new can design was recently introduced. "The original cans were icons, we almost did not dare to change them", said Lex de Rooi (VP Marketing and communications). VBAT finally succeeded in developing a design that fits comfortably in the Brand's new look and feel but without loosing its origins.
Whole Earth canned drinks and Amstel Pulse are both products for markets outside the Netherlands. How does a Dutch based creative company create a brand and product language for foreign markets, which vary massively per country? "I would say that a blend of experience and intuition are equally important", says Eugene Bay, Brand Director for Whole Earth at VBAT. "The Whole Earth brand has a beautiful story about a passionate founder that developed and launched a series of Organic Firsts in the UK market. Amongst them, these prize winning carbonated canned drinks. The final design has been created by intuitively tapping into the Whole Earth brand story and sensing how far the market for soft drinks can be taken."