BAPTISMAL
SPRING
"A source of health from the bowels of
earth"
LABEL DESIGN
WATER
The first plant of OJSC “Valuysky Distillery” was launched back in 1887, it is located in the south-eastern part of the Belgorod region.
Valuyskiy Distillery controls the quality of products at every stage of production. However, the competition increasing day by day requires the plant management to make radical changes.
Redesign of mineral water: challenges KOLORO specialists faced the question of forming a distinctive and recognizable brand that would emphasize the purity and usefulness of the product.
MARKET ANALYSIS
– target audience of the product – men and women from 18 to 50 years old;
– sales market – Voronezh, Kursk, Lipetsk, Orel regions;
– consumption motives – desire for a healthy lifestyle.
PACKAGING DESIGN AND
POSITIONING
According to the results of marketing analysis, it was found that many TM mineral waters use in brand design images and symbols that are associated with nature, recreation and health.
For the development of the new label of the “Epiphany Spring” the important criteria were: clear positioning of the brand and memorable appearance.
KOLORO designers took into account the customer’s requirements and developed more than 10 variants of label design, selecting 4 most promising among them.
CONCEPT
“MINIMALIST”
According to the results of marketing analysis, it was found that many TM mineral waters use in brand design images and symbols that are associated with nature, recreation and health.
For the development of the new label of the “Epiphany Spring” the important criteria were: clear positioning of the brand and memorable appearance.
KOLORO designers took into account the customer’s requirements and developed more than 10 variants of label design, selecting 4 most promising among them.
ASSOCIATIVE SERIES:
FEATURES:
– illustrations mimic paper appliqué;
– ruler identification through concise images of the forest and mountain ecosystem;
– contrasting and vibrant color scheme.
CONCEPT
“MODERN”
The metallic finish gives the design a modern and technological look. The main element is a rounded metal cone, which the buyer simultaneously associates with a church dome and a snowy mountain top.
ASSOCIATIVE SERIES:
nature, mountains, church, church bath, freshness, purity.
FEATURES:
– illustrations are made in metallic style;
– identification occurs through a broad associative image of a peak (mountain or temple);
– play on the contrast of white background and red lettering.
CONCEPT
“PARK”
The background uses images of wooded or park-like terrain, which creates a sense of freshness, calmness, and freedom from the cool product in the consumer.
ASSOCIATIVE SERIES:
park, forest, trees, spaciousness, relaxation, health, naturalness.
FEATURES:
– recognizable background images;
– use of rich illustrations;
– identifying element – logo with the image of church baths.
A SOURCE OF HEALTH FROM THE BOWELS OF THE EARTH
RESULT
The new unique design of the packaging of mineral water “Kreshchenskiy Rodnik” turned out to be bright and recognizable. This is evidenced by the increase in demand from the target audience: over the year the company managed to increase the share of sales of TM “Kreshchenskiy Rodnik” products in the Belgorod region from 12% to 14%.
SUMMARY
Due to the obsolescence of the packaging design and loss of its former attractiveness, any company sooner or later needs rebranding.
A well-thought-out promotion strategy and quality design will win over even the most picky buyer. And branding agency KOLORO will help to create not just a unique design, but a real royal brand.
You can order a label design and find out the cost of water design by filling out a brief on our website.
