Superunion Casts Fritz-Kola Brand Attitude in a Glass
Fritz-kola has always been a rebel. An outsider with a lot of attitude, courage and positive energy.
From a student apartment in Hamburg, an unlikely duo with youthful confidence and a rebellious attitude decided to take on the global giants. Fritz-kola was born – with less sweetness, a hint of lemon, lots of caffeine and attitude in spades. No gimmicks or advertising wonderlands, just an honest product that tasted good from a brand with a message.
From the get-go, fritz-kola has always approached things differently. Making the subject of taking a stance its trademark. With the core belief “the awake own the world”, fritz-kola encourages people to wake up to making positive change in the world. To become their own rebel. A soft drink that tasted good and a brand that is a leader of change with an attitude. The true positive rebel.
With this message as its foundation, we developed the brand bottle for fritz-kola. A visual icon that not only meets today’s world needs, but that also reflects the brand’s rebellious attitude.
Inspired by the original fritz-kola bottle, a beer bottle, the design process together with product designer Volker Schumann from Werksdesign resulted in an uncomplicated shape with a distinctive shoulder that can stand confidently with a striking, larger than life on-shelf presence.
We went one step further. The new bottle speaks to fritz fans and friends in more ways that one: striking details, an embossed brand name on the shoulder and a hidden message “the awake own the world” for customers to discover and unleash their inner positive rebel. Everything can be experienced at the fingertips for a holistic brand experience. The bottle is used consistently for all fritz products right from the start.
Sustainability was also considered in the development of the bottle design. We created a product that can be used for years and yet always look and feel contemporary. Thanks to the additional use of materials, the new bottles can be used for longer, with a planned six years of use, and refilled up to 25 times.
Today the brand is a household name in Germany and sold in bars and shops all over Europe. In 2019, fritz-kola sold 71 million glass bottles, only second behind the iconic global cola giant.
- Design Agency: Superunion
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Superunion Casts Fritz-Kola Brand Attitude in a Glass
- Brand / Project Name: fritz-kola
- Strategic Deliverables: Research / Insight, Brand Strategy, Tone of Voice
- Design Deliverables: Packaging Design, Branding
- Location: Germany
- Market Country: Multiple Countries
- Market Region: Europe
- Product Category: Beverages
- Consumer Packaging Format: Bottle
- Consumer Substrate / Material: Glass Bottle
- Extra: Credits: Maurice Rieger (credit for images 8,9 and 10)