VOSS first came to KraftWorks wanting to position itself as the premier luxury bottled water brand. But rather than advertise an unremarkable product, Neil realized that the potential for global recognition lay in the packaging.
Neil and his team developed the now-iconic cylindrical glass bottle, which conveyed a design consciousness that, at the time, was largely absent from the bottled water industry. KraftWorks also devised a distribution strategy to solidify VOSS as the world’s most luxurious bottled water brand.
The product was supplied to fine restaurants, leading hotels and upscale supermarkets only, giving VOSS a heightened sense of exclusivity. After winning the prestigious Gold Medal for Global Packaging Design in 2000, VOSS broadened its portfolio to include PET bottles and an energy drink. It remains the industry’s fastest growing premium water brand.