AH Cordials

• RETAILER: Albert Heijn
• COUNTRY: Netherlands
• CATEGORY: G6. Beverages: Non-Alcoholic
• AGENCY: Millford

CREDITS:

• Brand manager: Sophie van Felius
• Art director: Tahir Idouri
• Designer: Jon Sonneveld
• Account director: Sascha Goutier
• Studio: Charlotte van Delft

SUMMARY: Albert Heijn has lowered the amount of sugar in their cordials. And so we needed a redesign that reflects this change. Next to that, Albert Heijn wants to break with the category codes and claim a leadership role. Objectives Our challenge was to break with category codes without losing product familiarity. Also the design had to feel more healthy and pure, but still be honest about the amount of sugar. Creative solution We created a friendly, funny and simple style that fits with the happy emotion lemonade brings about. By using a lot of white and a matt varnish, the bottle feels more honest and pure. The colorful illustration of the lips with the curly straw make the package look happy and iconic. On the back of the package, a transparent straw is used to show how many glasses are still in there. Results The white bottles with happy graphics create a powerful block on store shelves.