- THE MAGAZINE
- VERTICAL MARKETS
Danone AQUA is the dominant leader in mineral waters in Indonesia. They did not, however, have an entry in the premium, HORECA (hotel, restaurant, catering) segment. The HORECA segment already had a strong competitor presence, but AQUA advantages in Indonesia such as its deep local heritage, local water source, and commitment to the community. To bring their AQUA brand into that premium market, Danone worked with Brandimage (www.brand-image.com) to create “Reflections,” a premium representation of the AQUA franchise. A simple, elegant glass bottle was created, and an Indonesian fashion designer, Sebastian Gunawan, designed a unique, culturally relevant graphic of rattan patterns that was applied to the bottle. The result is an emotionally connective sub-brand that establishes a deep feeling among Indonesians when visiting fine restaurants across the archipelago.