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A new range of Australian fruit-infused spring water called True Water has been launched by Australasian drinks company Frucor Suntory as a response to a consumer shift away from carbonated soft drinks.

Drinks specialist design agency Denomination designed the identity and packaging of the new range of premium fruit-infused water. A clean and crisp identity is said to communicate the brands’ ‘good for you’ healthy image while differentiating it from competitor mainstream water brands.

Inspired by the simple and fresh taste, clear glass and a clear shrink sleeve with minimal graphics were chosen to showcase the purity of the water and communicate that the fruit infusions don’t add an overtly sweet taste or detract from the health benefits of the water itself.

Photo images of real fruit were applied to the shrink sleeve at the neck of the bottles to give product clarity and look as though the fruit is floating in the water, emphasising the authentic taste True Water has over other water brands.

Denomination opted for an unusual Boston-shaped glass bottle to differentiate the brand from competitors and communicate the product’s premium quality.

True Water will initially launch with two fruit-infused waters, raspberry and lime, both made using real fruit extracts, no artificial sugar or sweeteners and pure, locally sourced Australian spring water.