Iceni Water

Iceni Water bottling line - 500ml sports cap bottles.

Iceni Water is a subsidiary of CKI, parent company of the Hutchison group which in the UK owns Greene King, the 3 network, Perfume Shop, Saver Centres and various utilities companies.

The parent company wished to explore the potential of launching a new UK bottled water brand and with a commitment to build Europe’s most advanced bottling plant from the ground up the scope of the project was significant.

Intensive sector research led to SKU identification, name generation, brand creation and bottling design.

Retailer presentations followed and on securing a listing with Tesco, intesive marketing activity was undertaken.

Iceni went on to become one of the highest selling brands across the south of the country and in many central London stores it was the most popular bottled water brand.

  • Sector research, gap analysis and market opportunity.
  • Product portfolio assessment (Natural Mineral Water vs Spring Water) and SKU’s, PET vs glass, sports cap vs flat cap, carbonated vs still.
  • Development of structural bottle design through to preforms and blow moulding for 250ml, 500ml, 750ml and 1 litre.
  • Trademarking and food labelling legislative compliance.
  • Technical labelling and shrink wrap requirements.
  • Creative briefing and design management.
  • Consumer focus groups to assess structural and graphic design concepts.
  • Negotiations with Aardman Animations for Shaun the Sheep usage licence.
  • Intensive marketing activity including in-store sampling and outdoor media.
  • Retailer presentations.
  • Production project management.


“Eddie and I worked together on the launch of an English natural mineral water brand. He did a fantastic job creating the look and feel of the brand and product. In a very crowded and generic marketplace he designed a product that looked distinctive through use of shape and colour but was also efficient to manufacture, pack and distribute in bulk. This is no mean feat; the mechanics of production and distribution are often overlooked by brand designers to the detriment of the bottom line. Everywhere the product was shown feedback was extremely positive. And he assisted us with various aspects of our cost modelling, development of our range, commercial evaluation and achieving retail listings too. I would totally recommend working with Eddie on brand development and strategy, his passion and enthusiasm for brands is complemented by his knowledge and experience.

Brett Fleming – Jones, MD, Iceni Waters.

Iceni Water, Shaun the Sheep
Iceni Water, Shaun the Sheep

Take a look at Food Brand Strategist  for some insights into how I help clients launch new food and drink products.

If you’d like to find out more how I helped the team at Iceni and to explore how I can help you, call or email to schedule a time to chat about your needs.

Call: +44 (0) 207 205 2998 or email today for an initial chat.