“Bar-le-Duc is pure mineral water, created from rain that fell far before our era at the Utrecht Ridge. At that time there was no question of eutrophication and pollution. The air was clean, the water from which air was clean and the soil was clean. And the water is remained clean. Thanks to a clay layer of tens of meters thick, which protects the watercourse as an impenetrable blanket against any contamination. Crystal clear mineral water seeped century after century to the Bar-le-Duc resources. Bar-le-Duc Mineral water is available in carbonated mineral water, carbonated mineral water and mineral water +. Mineral water + consists of sparkling water with fruit flavors. Nothing more, nothing less, so 100% natural, no calories.” (Note from our tipster: Bar-le-Duc is one of the best known bottled water brands in the Netherlands.)
Matters Most (Amsterdam, Netherlands)
We have given a logo modernization work. It has been more simplicity and letters freely placed in the background, so the logo gets more air. The end result is a fresh, proud and contemporary logo that maintains the recognizable and iconic value of the former style.
We have developed a layered style, which is made up of "bars". Water (the blue 'bar') is, like all products of Bar-le-Duc, always the base. We also have tastes and given product variations individuality with colors, symbols and illustrations. The style is simple, fresh and always unadorned. Just like the brand itself.
Images (opinion after)
The old logo was mostly okay in its flared serif, small caps setting but the rules were too constrictive, making it feel confined. The new logo is a very straightforward evolution that has the right intention but doesn't really improve the old one, trading one set of quirks (the phototypesetting vibe of the old one) for another (the let's-round-some-parts-of-the-letters-for-the-heck-of-it of the new one). The "A" and the "R" are remarkably different from each other even when they share the same concept and the rounded corners never happen again. The small caps approach is so barely noticeable that it makes you wonder why they even made the "B" and "C" 105% taller. The packaging is a vast improvement, mostly because the old one was so bad. The layered color fields are a cool enough device and they work well with the new bottle shape as well as to highlight the different flavors and varieties. The best part of the project might be the before and after of the tetrapak box where the realistic landscape illustration was translated into the layered fields of color. Overall, questionable logo with okay packaging and a much better physical bottle.
Thanks to Peter Jelsma for the tip.