Well-known designers are paying attention and turning to bottle design

Designers who had been above and above were laying down their figures and contributing their ideas to Evian, Perrier or Diet Coke's aluminum and glass water bottles. Someone jokingly said: "Drink designer Coke, this is a welfare under the economic crisis now!

The design cooperation between fashion and top champagne has been a long time, such as the artificial diamond bottle designed by crystal brand Swarovski for Moet & Chandon champagne, or the designer Carl Lagerfeld personally for the poster of Dom Pérignon champagne. This kind of topic-related cooperation is generally taking the "luxury" route, but now, those designers who are above and beyond the supermarket selling mineral water or Coke are willing to contribute to their skills, they are in Evian, Perrier or Diet Coke aluminum The glass water bottle is painted with its own ideas, signed on the name, allowing consumers to spend a few dollars to be associated with it - and tolerate most people drink directly into the bottle after the beautiful bottle into the trash. No wonder some people say: "Drink designer Cola, this is a welfare under the economic crisis now!"

The joy of life cannot be measured in terms of money. Collecting antiques is a joy, and those who collect cans may not be less happy than the former. Spring comes, but the gloomy “climate” is not necessarily warmer. When a row of beautiful Coke bottles signed by fashion designers appears on the shelves of supermarkets, this kind of interest may make people smile and happiness is easier.

Stylish designer cola and designer mineral water

Luxury brands are the ones who are the best at gorgeous packaging. The ways to promote themselves are always the most unexpected. The economic climate is not good, soft drink traders also want to follow suit, their purpose is very clear - modify their own market environment, add some lace, try to sell more, sell more.

Recently, Parisians can discover that the daily essential cola drink Diet Coke has become fun, and the popular costume designer Nathalie Rykiel has designed a new package for him - wrapped in colorful strips and signed Rykiel's name. And the price has not become more expensive, 1.25 euros per bottle, there is a supermarket.

The designer himself was new and satisfied with his new work. "I found that this cooperation is very much in line with the current trend." Nathalie Rykiel said. As the daughter of design master Sonia Rykiel, it is now the Sonia Rykiel brand owner. “Fashion is not just dressing, it covers all aspects of life, is a way of life, and even a system of thinking. Coke is a daily necessities, and now it has part of my aesthetic and interest, which is very interesting ."

Nathalie Rykiel was not the first to design a bottle for Diet Coke. As early as 2001, Jean-Charles de Castelbajac designed a limited bottle series; in 2005, Kenzo Takada did it; last year, Roberto Cavalli designed packaging for this Coke's Italian market. Only a few previous cooperations did not have such a big momentum. Both sides were able to work together in a “cross-border game” principle. This year, the brand's Cola coincided with the 20th anniversary of its birth and encountered a bad year. The expectation of the betting on the side naturally increases. And, looking around, they also found that there are many followers of this kind of cooperation and they have even become a trend.

The brand of mineral water Evian invited designer Christian Lacroix to create a glass bottle for him. This year, Jean Paul Gaultier, the design spirit, also came in. As if the frost crystallized crystal packaging was limited to five bottles worldwide, the pattern was inspired by the designer. Haute Couture. A few days ago, this "advanced custom water bottle" had just appeared in Shanghai, but tens of RMB, fashionable people who have a bottle of favorite hobby are happy.

The other two mineral water brands, Perrier and Badoit, were unwilling to follow suit. They had invited designers Paul & Joe, Agnes.b, Martine Camillieri and Stella Cadente to conduct water bottle design. It can be imagined that Mrs. Agnes.b, “The Young Lady of Artistic Designers” will not forget to depict her own iconic pattern on a water bottle: a lizard, a mix of dark green and black. The price is still not going to rise. Beverage makers have firmed up their principles of fast-moving consumer goods, keeping prices at a low level and not posing as any tricks.

Expensive "limited" design

Designer mineral water and designer cola have always been “by the way” in the beverage market, playing the role of “giving surprises in boring”. However, it is clear that this type of promotion now has a “nothing to do” momentum because the prospect of bottled beverages is gloomy and there is an urgent need to stimulate sales through external forces – this is not only related to environmental issues, but also pointed out that bottled mineral water Higher than the normal non-distilled water containing hydrazine, harmful to health. The financial report of Danone France, owned by Evian's beverage trading company, at the end of last year showed that compared with 2008, bottled water market sales fell by 6.5%, which has been the decline for five consecutive years. People are reinventing the concept of consumption under the economic crisis. For example, British columnist Johann Hari wrote an article in The Guardian entitled "My New Year's Plan is to Use Less Bottles - Give Up Coke". Quo Vadis, a well-known restaurant, opened after the renovation and immediately announced that it only supplies non-distilled water and refused to encourage customers to drink bottled mineral water.

“In the past few years, Diet Coke has strengthened its ties with the fashion world,” said Christian Polge, president of Coca-Cola France, “This is a brand that pursues a fast-paced world and has inspired us to create more for those who love to taste new female customers. Some strong products." - In his opinion, the designer's biggest advocate is a woman who likes to chase the tide.

Interestingly, though designer mineral water and designer Cola are sold at low prices, because of their “limited” stamp, their status is not a minor one. Jean Paul Gaultier's Haute Couture Evian water bottle will be put into the Ramsar Convention of the famous Iranian wetlands for its excellent design; Christian Lacroix's Haute Couture Evian water bottle was sold on the auction market at a price of 23,000 U.S. dollars last year. This bottle of mineral water became the most expensive one liter of water in history, and even the Guinness Book of World Records had to be recorded.