This article is devoted to analyzing the design of mineral water bottle and label. Previously, we conducted a market research of the mineral water market in Ukraine, which revealed the main trends in the market and the dynamics of mineral water production for 2008-2012.
The structure of the Ukrainian mineral water market by players has also been examined. Features of the Ukrainian mineral water market can be noted:
- high competition in the market;
- increase in mineral water consumption;
- market consolidation, displacement of small players by larger brands;
- the established preferences of consumers.
Mineral water producers and their brands
- IDS Group Ukraine (the company owns such trademarks as “Morshinskaya”, “Mirgorodskaya”, “Sorochinskaya”, “Stary Mirgorod”, “Truskavetskaya”, “Alaska”, “Aqua Nyanya”, “AquaLife”, as well as mineral water “Borjomi” imported from Georgia);
- “Coca-Cola Beverages Ukraine” (national brand “BonAqua”);
- “Obolon” (mineral and drinking water of “Obolonska” and “Prosora” trademarks);
- “Rosinka” (TM “Sofia Kiivska”);
- Erlan CJSC (Biola, Znamenovskaya, Dva Oceans, Calypso TMs)
- Svalyava mineral water plant (mineral water brands “Polyana Kvasova”, “Svalyava”, “Luzhanskaya”, “Polyana dzherelna”).
The most popular mineral water brands among Ukrainians are Morshynska, Mirgorodska, BonAkva, Znamenovska, Obolonska and others.
Local brands or own brands of retail chains (“Povna Chasha”, “Premia”, “Dobra Marka”, “Polyana Kvasova”) compete with national and international mineral water brands.
Naming of mineral and drinking water
A common trend among mineral water naming is that most of them are named after the location of the water source: Morshinskaya, Mirgorodskaya, Sorochinskaya, Truskavetskaya, Znamenovskaya, Borjomi.
Other names of mineral waters are quite diverse, but nevertheless reflect either the essence of water or its qualitative characteristics: Prosora, Dva Okeana, BonAkva, AquaLife, Aqua Nyanya and others.
Label design
The most common colors used in label design are blue, white and blue. Other distinctive colors that are most often used to identify product lines are purple, green and red.
The labels most often depict:
- water in various variations;
- architectural monuments at the location of the source;
- landscape and mountains;
- leaves
Bright and colored labels have waters with taste additives. Consumption of such waters is insignificant, but with successful positioning they have a good enough demand. Often such water is called functional, vitamin water or simply flavored.
KOLORO branding agency develops not only label design, but also bottle geometry design, which allows to create really unique brands. Focus group surveys and marketing research allow us to choose the right positioning and further marketing promotion for a new brand!
