When launched in September 1998, aQuellé was bottled in standard PET bottles with vibrant labels and a dynamic logo. Within the second year, coloured caps were added to match the label and flavour.
As a result of the introduction of the customized bottle in April 2004, aQuellé made yet another dynamic move to a new label and logo. Due to its unique shape, the label was designed to fit the slim waist of the bottle, changing from an adhesive to a modernized wrap-around label and a metalised label for the natural spring waters range.
With the new logo, the ‘Q’ became an icon of the brand. This was established through the colour of the ‘Q’ in the logo on the label matching the flavour variant. The trademark ‘Q’ is also engraved on the caps.
In summer 2006, a strategic decision was made to modernize the aQuellé logo. The creative evolution was subtle but gave the brand a fresh feel.
The launch of the new packaging was introduced with a massive advertising campaign to bolster national awareness. The changes in the designs highlight the themes ‘PURE FLAVOUR’ and ‘BURSTING WITH FLAVOUR’ for the flavoured range and ‘PURE TASTE’ for the natural spring waters range.
aQuellé is distributed in shrink-wrapped packs of six units excepting the 5L Still which is packed in a cardboard box of four units.