Maison Perrier
Inspiring possibilities.
A pioneering legacy meets evolving tastes: bridging heritage with future relevance.
For over 160 years, Perrier has stood as a global icon of sophisticated refreshment; its distinctive green bottle and effervescent bubbles being synonymous of French elegance and natural vitality. Perrier carved out a unique space in the mineral sparkling water market. However, even a titan like Perrier faced the imperative to evolve as consumer preferences shifted towards diverse, premium, and experience-driven options, and a new generation sought brands that resonated with their dynamic lifestyles.
The challenge wasn’t just about launching new products; it was about reimagining the very concept of Perrier for the modern era, making a strategic shift into the broader premium beverage market. Perrier’s established identity, while a powerful asset, presented a dilemma: how to strategically leverage its iconic status and stretch its equity to introduce innovative new premium beverages -from flavored options to energy-infused drinks- beyond its traditional sparkling water offering? The critical question was how to achieve this expansion without fragmenting its core identity or alienating its loyal base. The risk was clear: push too far and lose the heritage; stay too conservative and miss the opportunity to connect with a younger, more adventurous audience. The brand needed a versatile architecture that could house diverse expressions while maintaining an unmistakable Perrier signature.
Unleashing Perrier’s bold spirit and French art de vivre.
For over a century, Perrier has stood at the crossroads of French elegance, daring style and a taste for the extraordinary, from its iconic green silhouette to its playful, art-driven campaigns.
We identified a unique opportunity to elevate this heritage into a dynamic brand world: a “Maison”, a curated house of premium sparkling experiences. This concept offers a versatile home for innovation, allowing each new creation to express a distinct personality, while remaining unmistakably Perrier. By anchoring Maison Perrier in both French savoir-faire and art de vivre, we position it as more than a beverage brand: it becomes a cultural curator, inviting discovery, inspiring new occasions, and engaging a new generation of connoisseurs. The market is ready for imaginative, premium sparkling beverages, and Perrier has the heritage, credibility, and creative audacity to lead the way.
Inspiring possibilities to cultivate a new generation of connoisseurs.
Our Unordinary Idea wasn’t just about new packaging or a product extension; it was a fundamental shift in how Perrier could expand its iconic presence. We proposed transforming the brand from a singular, albeit iconic, sparkling water into “Maison Perrier, a House of inspiring possibilities”. This idea transcended a simple product line, establishing an overarching brand architecture designed to embrace and curate its evolving portfolio.
- Elevated the brand:positioned Perrier as a curator of diverse, premium sparkling experiences, not just a producer of one.
- Ignited innovation: provided a conceptual “home” for future product development, encouraging creative exploration without diluting the core.
- Resonated with culture: tapped into the cultural cachet of a “Maison” (house/fashion house) –implying craftsmanship, curated collections, and a distinct point of view.
- Empowered the audience: invited consumers to explore and discover, positioning them as connoisseurs within this “House.”
This Unordinary Idea was clear, evocative, and deeply rooted in Perrier’s heritage while boldly pushing against category norms, making it unforgettable and igniting execution across every touchpoint.
Crafting the architecture of inspiration.
To bring the “House of inspiring possibilities” to life, we developed a comprehensive brand identity system for Maison Perrier.
- Naming & logotype: the introduction of “Maison Perrier” itself, accompanied by a refined logotype that balanced heritage with contemporary elegance.
- Flexible design system: we conceived each new product range (Forever, Chic, Magnetic Juice, Energize) as a distinct franchise, “room / universe”, within the Maison. This strategic approach allows for unique visual expressions for each range -from sophisticated and understated to vibrant and energetic- while ensuring a cohesive brand family, and crucially, provides a robust framework for developing future products under these distinct franchises. The ranges include natural flavours, fruit juice, and natural caffeine, catering to diverse preferences.
- Packaging as storytelling: packaging became a canvas for discovery, utilising Perrier’s iconic assets (the bottle shape, the bubbles, the crest, and a touch of ownable Perrier green) in liberated and creative ways. Each design hinted at the unique taste experience within, inviting exploration.
- Brand guidelines: comprehensive guidelines were developed to ensure consistency and creative freedom across all future applications, from digital platforms to retail environments.
- Retail experiences: the identity extended to conceptual retail experiences, transforming shopping into an immersive journey through the “Maison,” fostering discovery and engagement.
The design solution masterfully balanced reverence for Perrier’s heritage with a forward-looking vision, ensuring the brand’s creative dimension was unleashed while remaining true to its iconic DNA.
A new chapter for an icon, driving growth and engagement.
The launch of Maison Perrier has successfully strengthened the brand’s market position, demonstrating its capacity for innovation and relevance in a competitive landscape. By establishing a flexible and inspiring brand architecture, Perrier is now poised to:
- Expanding the brand footprint in 80+ countries, introducing a new generation to a curated portfolio of premium sparkling experiences.
- Enhanced brand relevance & engagement: the vibrant visual identity and “House of Inspiring Possibilities” narrative resonate strongly with a younger demographic, attracting new consumers while maintaining loyalty among existing ones. –
- Strategic platform for innovation: Maison Perrier serves as a robust and flexible framework for continuous product development, allowing the brand to explore new segments and occasions without diluting its core identity. This strategic foresight ensures Perrier remains at the forefront of beverage innovation.
- Contribution to overall brand growth: Perrier, as a key brand within Nestlé Waters & Premium Beverages, continues to contribute to strong organic growth in major markets (Nestlé’s 2024 financial reports). Maison Perrier’s expansion into new categories and demographics, particularly within the premium beverages segment, plays a vital role in this sustained performance, proving the commercial impact of its brand evolution strategy.
- Industry recognition: The innovative brand identity and packaging design for Maison Perrier have garnered significant industry acclaim, being shortlisted at the prestigious Pentawards 2025 in the Packaging Brand Identity Project category. This recognition underscores the exceptional quality and strategic impact of the creative solution.
- Future-proofing an icon: by successfully evolving from a single product into a dynamic lifestyle brand with a diverse portfolio, Maison Perrier ensures the enduring appeal and commercial contribution of the Perrier brand for decades to come, proving that heritage can be a springboard for future innovation.
SERVICES
- Branding, Activation, Identity, Packaging
INDUSTRY
- Food & Beverage
BUSINESS NEED
- Innovation