New Carolinen brand strategy: Traditional company takes next step with the introduction of new bottles and crates

The long-established Bielefeld-based company Carolinen Brunnen is taking the next step in the introduction of its new Carolinen returnable glass bottles. From September, the successful Carolinen Vital range with the flavours orange, lemon, grapefruit and tropic as well as the popular Carolinen apple spritzer will also be available in the newly designed bottles and crates. Carolinen mineral water has been bottled in the new containers since May of this year.

The new returnable glass bottles and crates are part of the new brand strategy launched two years ago, for which Carolinen was recently honoured with the German Brand Award 2024. The aim of the strategy is to make the special features of Carolinen mineral water even more tangible for people in East Westphalia-Lippe, from the website to the supermarket. Along the claim "For a good reason. From the region!" and with many images of the home region characterised by the Teutoburg Forest, Carolinen shows its connection with "OWL" and its nature, which is worth protecting and makes every sip of Carolinen mineral water so special, in posters, commercials and social media posts, among other things.

Saskia Huneke, Head of Marketing at Carolinen Brunnen: "With the new bottles and crates, we are gradually standardising our previous four different returnable glass containers into one high-quality and practical returnable glass container with maximum recognition value: as part of our new brand strategy, the completely new bottles and the corresponding crates already visually show what Carolinen has always stood for: the best, sustainable quality from the region."

The familiar Carolinen wave from the company logo and other references to nature can be found both in the design language of the bright blue crate and on the bottle embossed with the striking Carolinen C. The total of six million bottles and 500,000 crates come from purely regional production in NRW and feature many practical details such as non-slip glass relief embossing and a centre carrying handle, which make them easy to handle in everyday life. The new crates are also more stable and easier to stack, whether at home or during transport. This means that more bottles can be transported per journey, saving around 10 per cent CO2.