Packaging also connotes pleasure and attraction. By adding value to the product, the shape of the bottle contributes to building brand identity. PERRIER’s famous round bottle and the classic elegance of the S. PELLEGRINO bottle are instantly recognisable. Constant research into materials and styles generates innovative packaging in ever more attractive shapes, textures and colours. Renovation in design, graphic identity and labels helps set new standards and energise brands by anticipating trends in consumer tastes. In 2006, VITTEL renovated and modernized its square bottle by adopting a new dynamic design. Packaging practicality is another key factor for success.

Beyond the basic requirements – strength, water tightness, etc. – ease of daily use is a subject of regular research. Innovation in this area can focus on transportation convenience, making the pack more comfortable to carry for example (the soft handle on CONTREX’s 1.5 litre pack of 6), or practicality in handling (the integrated handle on VITTEL’s 2 L bottle).