Independent international design and branding agency Blue Marlin is celebrating after winning two silver Design Business Association Design Effectiveness Awards for its stunningly successful work for natural glacial mineral water Isklar and functional water Balance Water.
The DBA Design Effectiveness Awards is the only scheme that rewards effective design using hard commercial data as the key judging criteria. It is of great importance to design as a discipline, as well as to individual agencies, as it demonstrates the selling power of design and the affect it has on the bottom line. The authoritative awards are judged by brand owners and this year’s judging panel included senior marketers from companies, such as Heinz, Kraft, GlaxoSmithKline and Sony.
Isklar’s success has been remarkable. The brand grew 619 per cent in the 12 months to April 2010 (Neilsen) despite the total UK mineral water market experiencing an environmental backlash, being under immense competitive pressure and seeing volume continue to decline overall.
Blue Marlin New York won an effectiveness award for its packaging for Australian and US functional water Balance Water, which is designed to affect emotional well being using pure, natural flower essences. A niche product with ambitions to make it as a mainstream brand in general distribution, Balance Water experienced 800 per cent growth following the redesign, which paid for itself within 12
weeks.
Blue Marlin group managing director and CEO Andrew Eyles comments: “Design is a powerful means of establishing a brand and a business; being able to show the return on investment that great design generates is important to our clients, to us and to the industry. We are thrilled to be winners again with potent demonstrations of design that pays its way.”
Isklar marketing manager UK and Eire Katie Socker comments: “With over 200 UK competitors, the ability of the Isklar’s stunning design to grab attention has been critical in launching and establishing Isklar’s success in the UK market.”
Last year Blue Marlin picked up a bronze award for its brand identity work for jewellery and homewares retailer Hiho.