Icelandic Glacial Rebrands Itself with New Logo, Bottle and Packaging Design Brand Unveils New Tagline “Source of an Epic Life” Within the Design

September 10, 2012 — Icelandic Water Holdings ehf, makers of the award-winning, CarbonNeutral® premium natural spring water Icelandic Glacial, announced today the re-branding of its logo, bottle and outer box packaging by launching a sleek redesign that embraces the brand’s native country of Iceland.  Arriving on store shelves in mid-September, the new identity was developed by communications agency Team One, a division of Saatchi & Saatchi, to immerse consumers in the full Icelandic Glacial experience of purity, beauty and pristine environment.

“After months of creative thought and development, Icelandic Glacial is proud to introduce the world to our new identity,” said Jon Olafsson, chairman and co-founder, Icelandic Glacial. “Our distinguished partners at Team One captured the essence of Iceland and we’re confident it will be embraced by consumers around the globe.”

Upon taking on the project, Team One conducted research to identify how Icelandic Glacial could better separate itself from the competition in the water aisle as well as understand consumer perception of Iceland.  The findings indicated an opportunity to leverage the culture, beauty and natural resources of Iceland, along with the purity of the famed Olfus spring, to make Icelandic Glacial more distinctive from other premium waters.

The new bottle features a variety of enhancements that highlight Icelandic Glacial’s homeland and create a unique voice for the brand as unmistakably Icelandic.  Featuring frosted matte finish panels, a window in the shape of Iceland that displays the country’s topography and retaining the brand’s unique glacial bottle shape, the new design captures the essence of Iceland and underlines the premium nature of the product.  Updates include a dramatic new black script, additional information on the 5,000-year history of the source, emphasized pH information and a bold, lava-inspired black cap.  The bottle’s back panel includes the new tagline “Source of an Epic Life,” which speaks to Icelandic Glacial’s unrivaled purity and the extreme persona of Iceland.

“The new design draws more deeply upon the mystique of Iceland,” says Tim Meraz, director of brand design, Team One.  “It gives it the premium look of a top shelf spirit bottle, which you don’t expect in the water aisle.”

New packaging for Icelandic Glacial will start rolling out in mid-September nationwide.

# # #


About Icelandic Glacial Natural Spring Water™

Born and bottled in Ölfus, Iceland, Icelandic Glacial™ is the world’s first certified CarbonNeutral® natural spring bottled water for both product and operations.  An environmental pioneer in the industry, Icelandic Glacial™ uses 100% natural green energy in the form of geothermal and hydroelectric power to fuel production, delivering a super-premium bottled water from pristine Iceland to consumers while maintaining a “net zero” carbon footprint.

The source of Icelandic Glacial™ is Iceland’s legendary Ölfus Spring, a naturally replenished catchment zone formed during a massive volcanic eruption more than 5,000 years ago.  The Spring has been deemed certifiably sustainable by Zenith International, Europe’s leading food and drinks consultancy.  The Ölfus Spring produces water so pure that nothing is added or taken away.  As a result, Icelandic Glacial™ possesses exceptional balance that is the envy of the industry, featuring a naturally occurring low mineral content and naturally high alkaline pH level of 8.4.

As a testament to its exceptional purity, Icelandic Glacial™ was chosen by Parfums Christian Dior as the exclusive hydration method to be used in their Diorsnow line of skin-lightening beauty products to be released in 2012.

Icelandic Glacial™ is distributed in the United States by Anheuser-Busch, which took a 20 percent ownership stake in the company in July 2007.

For more information about Icelandic Glacial™, visit  Follow us on Twitter @IcelandicWater and


About Team One

Headquartered in El Segundo (Los Angeles), California, and a division of Saatchi & Saatchi, Team One is a full-service marketing communications agency, providing comprehensive brand consultancy, strategic planning, advertising, media planning and buying, social media, brand advocacy, relationship (direct) marketing, event marketing/promotions, interactive/digital services, web development, public relations, and graphic design.


With its very first campaign, Team One became the agency responsible for one of the most successful brand launches in history.  The company’s storied introduction of the Lexus brand -- from unlikely challenger to the top-selling luxury nameplate in the U.S. -- turned out to be just the beginning. Since then, launching innovative ideas, brands, products and even careers has become the agency’s hallmark.