Following the meteoric rise in popularity of coconut water, other plant-based beverages are beginning to emerge that also offer consumers a natural, low-calorie beverage alternative. Harvested in early spring, birch sap—or birch water—is one such naturally functional beverage. The water is tapped directly from the trunks of birch trees in the early spring and contains essential vitamins, minerals, and antioxidant manganese.
For centuries, birch water has been a popular drink and medicinal ingredient in places such as Scandinavia, Eastern Europe, and more recently, Canada and China. But as interest in the health benefits of plant-based waters has grown, birch water has begun expanding into new markets.
TÅPPED is a U.K.-based company offering three varieties of flavored birch water, sourced from the forests of Finland. In October 2014, TÅPPED partnered with design studio Horse to create a brand identity and package design for its new product line.
“Although a traditional springtime drink in Finland and other parts of the world such as Canada, tree waters are a totally new concept in the U.K.,” says Ian Firth, Creative Partner at Horse. “We were therefore asked to create innovative, attention-grabbing packaging with clarity of product communication in order to help educate consumers.”
Contemporary and arresting, branding for TÅPPED could not be more clear: The package replicates a birch tree, with the theme extending even to the packaging format—a paper-based cylindrical carton made from sustainably harvested wood.
Planting the seed
As Firth explains, one goal of the TÅPPED branding strategy was to consider the product and package holistically, with both helping to contribute to the preservation of forests. The packaging format, the 250-mL LamiCan aseptic paperboard can from LamiCan Oy, was chosen for its environmental advantages over aluminum and PET containers. “As a packaging material, paperboard has only 12 percent of the CO2 emissions of aluminum and 19 percent of plastic,” says Firth.
The LamiCan for TÅPPED is a multilayer lamination of (from the outside) paper/polyethylene/paper/PE/foil/PE. The can ends are made from the same material, with a pull-tab on the top end. As Firth explains, the aluminum layer guarantees an oxygen and aroma barrier and allows the can to be stored ambiently. “The external moisture barrier also helps to improve the durability of the can in the demanding conditions of the chilled chain,” he adds. Made from 75% paperboard, the LamiCan is 100% recyclable as well.
The unique structure of the can, combined with clever artwork, helps differentiate the TÅPPED line from other beverages and conveys the tree water concept. To replicate the look of a birch tree, the can is direct-printed in two spot colors in a design that resembles the tree’s white, stripy bark. A wraparound label is positioned near the top of the can that features a rough, natural surface that contrasts nicely with the can’s satin finish.
The label also continues the birch tree theme through the use of a tab that sticks out from the can, echoing the look of a sapling tag. As Firth explains, to minimize any obvious misregistration when the ends of the tag were stuck together and avoid any sticky areas collecting dust, Horse collaborated with the printer to create adhesive “kill zones” and color tints on the reverse.
Each water variety is identified by a different background label color: cyan for plain, magenta for Bilberry & Lingonberry, and orange for Apple & Root Ginger.
Label graphics are simple and speak to the drink’s origin, with a logotype and motif that reference Norse iconography. Says Firth of a pine tree-like symbol on the label tab, “The motif also helps tell the story of how the sap travels up the tree by doubling as an arrow pointing upwards.
“The aesthetic draws on the natural beauty of birch tree bark, which immediately makes the product feel very natural. Fresh and vivid background colors, combined with the modern interpretation of Norse iconography, adds craft and provenance and builds a set of distinctive graphic assets that are continued off-pack.”
Harvesting the rewards
TÅPPED introduced its line of birch waters in the U.K. in May 2015 in Whole Foods Market, followed by other retail chains, including Harrods, Planet Organic, Revital, and The Nutri Centre. The beverage is also being carried by a rapidly growing list of independent health food stores, gyms, yoga studios, and premium cafes, and is available online at TAPPED.co.uk and Amazon.com.
Says TÅPPED founder Paul Lederer, “The trade response has been fantastic, as evidenced by the customer listings we’ve gained and the awards TÅPPED has won. The fact that all of our conversations with customers and consumers start with, ‘I love your packaging!’ is all the evidence we need to tell us that Horse has done a tremendous job delivering just that.”
