Design: Clёver Branding
Project Type: Produced, Commercial Work
Location: Moscow, Russia
Packaging Contents: Water
Packaging Substrate / Materials: Plastic
Printing Process: Flexography, offset
In many European countries, water is a product of essential importance, which leads to increased requirements for its quality. And it is not by chance that drinking bottled water is so popular in Europe. According to TGI Global, 87% of Germany’s population, 89% of France’s population and 53% of Great Britain buy such water. And the share of consumption of bottled water around the world continues to grow.
At the same time, Russia has a unique water resource. Lake Baikal is one of the oldest and cleanest reservoirs of our planet, in which 19% of the world’s freshwater reserves are stored. The composition of Baikal water has an amazing health-improving effect on man: it accelerates the processes of tissue regeneration, improves brain activity, rejuvenates the body.
The management of the Russian company Aqualife decided to supply the water of Lake Baikal for the European consumer. This required creating an attractive brand that could compete with European brands in the mid-price and premium segments.
The creative team of Clёver Branding agency developed a visual and conceptual component of the future brand the “Baikal”. In the process of market analysis, the positioning was found that completely not only rebuilt the new brand from competitors, but also revealed the unique properties of Baikal water: “The Magic of Renewal and Longevity.”
The brand develops through authentic, unique images of Lake Baikal – shaman culture, connection with natural forces, the natural flow of life, cold and purity of Baikal water. The strict laconic form of the bottle reminds us of a crystal of perfectly pure ice, in which, like a crystal ball, one can see its future. Cold blue tones and silver in accents strengthen the history of the noble origin of this water.
The symbol of the brand is the Baikal sun, taken from the epics of local people, as an ancient deity plays through the cold ice in the rings of life on the frontal wall, filling the water with life, health and strength. The slogan “It Regenerates itself, it will regenerate you” emphasizes the unique properties of Baikal water, and gives the consumer clear information about the benefits of this product.