Brand attitude cast in 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 tastes good and a brand that is a leader of change with an attitude. The true positive rebel.
WHAT WE DID
With this message at 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 than 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.
"The main goal of the new bottle is to create an icon on the market that one hundred percent stands for fritz-kola and is immediately recognisable. We tried a lot of different things and always had the brand core of the positive rebel in mind. As optimistically rebellious as fritz-kola is in their communication, we also approached the project."
Executive Creative Director