Visual identity in premium water packaging : the case of JÄÄDE

Abstract

This thesis investigates how visual identity in premium water packaging can communicate water as a premium product. The topic is explored through a practical design project for JÄÄDE Natural Mineral Water, focusing on the brand’s Pure-Pak carton packaging format. The study combines background research, visual analysis, benchmarking, and a practice-based design process. It addresses an issue in the existing packaging: the Pure-Pak format does not always signal water at first glance and does not fully express the premium quality the brand aims to convey. In response, the project develops a renewed design direction for JÄÄDE, redesigns the Pure-Pak graphics, and applies the same approach to other packaging formats currently used by JÄÄDE. The result suggests that carton packaging can communicate premium water more clearly when familiar category cues are balanced with a restrained visual language, including colour, typography, and motif. This approach also helps create a distinctive and elevated brand impression. The outcome is a research-informed design proposal that offers a basis for further testing and refinement.