REDESIGNING LOKA, SPENDRUPS BEST-SELLING WATER
Re-establishing relevance
After many years as Sweden's best-selling water, Loka lost its number-one position. The reasons were many: new competitors had claimed space on store shelves, the brand was in need of modernisation, and the launch of Loka Crush blurred the lines – was it water or soda? A fresh direction was needed, beginning with a bold redesign of its visual identity and packaging.
Visual Identity
Packaging Design
Packaging Implementation
Re-establishing relevance
To become more relevant to more people, in more moments – that was the goal. The way forward? Clearly signal water, adopt a more contemporary design with stronger stopping power, elevate the sense of quality, highlight the natural essence, and make room for new categories.
The Perfect O
The use of a perfectly circular O in the wordmark was very deliberate. Circles represent balance, optimism and harmony, a perfect form framed by condensed, strong letterforms. It is initially easily missed but once spotted looks both out of place and utterly harmonious all at once, playfully hinting at the bubbles the LOKA drinks contain.
Loka; the green water
Owning a colour is powerful. And in Sweden, no water brand had yet claimed green as its signature. Loka’s fresh green shade is a blend of water and forest green – a refreshing extension of the Loka forest and a reminder of the brand’s greatest asset: the natural spring in Bergslagen.
A complex task
1 visual identity, 3 product categories, 23 flavours, 9 packaging formats, 133 original files… A challenge that demanded attention to every detail.
Where nature and flavour meet
The concept of the Loka forest, symbolising Loka’s origin as well as the spring in Bergslagen, comes to life in illustrated form with images of fruit bringing flavour and colour.
Loka Crush – All flavour, full focus
Loka Crush brings the flavour - Made with real fruit juice, Loka Crush sits somewhere between sparkling water and soda; sweeter, fruitier and just as bubbly as LOKA original. The design makes this clear: bold fruit illustrations dominate, and 'Crush' takes visual precedence over 'Loka' – highlighting the full-on flavour experience.
Loka Likes – flavour outside the lines
For the curious and adventurous, Loka Likes brings bold new flavours to the sparkling water shelf. Always limited, always surprising – this series pushes the boundaries of what water can taste like. Distinct design elements clearly set it apart from the core range and keep the brand buzzing.
