A new design for La Vie expressing light taste and natural essence.
To cater to South Vietnam consumers unfamiliar with natural mineral taste, Nestlé Waters Vietnam launched La Vie Light—CBA, a trusted partner, crafted a design that balances sensory appeal—lightness and refreshment—while fitting seamlessly into the brand’s portfolio.
Owning lightness in the category through a meaningful label design.
“Taste” has become a challenge for mineral water brands in South Vietnam, as the rising concern of the so called “brack-ish” feeling in some products is observed. Nestle developed a new variant to answer that need and the product was well received by the target. Research found that most consumers prefer La Vie Light’s “refreshing taste with essence of natu-ral minerals” to its biggest competitor’s “good taste of purity”. They believe that La Vie Light not only deliver the same outstanding refresh taste as the competitor but also highly exceed in mineral goodness and thereby regeneration of their body and mind. Therefore, the brand needed a label design that would live up to the product’s positive perception and convert consumers of non-La Vie in the South Vietnam.
Good taste, good health.
From a branding perspective, the strategic focus was delivering La Vie’s core strengths like quality, and natural sourcing. Also visually pulling apart the new product from its core variant in the portfolio. The packaging should also emphasize ideas such as crystal-clear, naturally sourced, technologically enhanced for good health, and a delightful drinking experience to resonate with our audience in the south of Vietnam.
Refreshing taste from natural goodness that you can see.
La Vie’s new packaging is the main element to communicate the product’s innovative nature. The product’s new label dials up cues of freshness by using white as its main color, along with a blue shade that is relevant for the water category. The sense of refreshment of the water’s unique taste is expressed through a graphic structure with plenty of breathing space.
The V! D!u nh~ product signature is applied with a handwritten typeface that evokes a sense of movement, referring to an organic water flow that travels through curves of mountains creating a distinctive powerful element on the shelf environment. The mountains elements on the label cue a connection with nature while ensuring the consumer’s recognition, since it’s a well-established brand asset.
Light taste, heavily positive results.
The new product has received the warmest welcome not only from customers, but also from retailers. Some key results include:
• The Miss Universe of the packaged water category by directionally winning our competitor design
• increases the Masterbrand attributes of innovation and relevance significantly, strengthening the brand’s leading brand power score position.
• La Vie Vị Dịu nhẹ’s sales performance in first 3 months is 4X the launching target (source: La Vie Internal Data)
• Help the total La Vie’s growth rate vs year ago to be 10X the category growth rate in YTD May’24 (source: Retail Audit Report from Nielsen)
• ‘Top 20% most performing product concept in Southeast Asia’ and ‘Top 20% most outstanding pack design in Southeast Asia’. (source: IPSOS)
• Absolute Purchase intention score of 100%
An award-winning case.
Our work for Nestlé La Vie Water Vietnam has been highly commended for Transform Awards Asia in 2024, category Best Brand Architecture Solution.
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