Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Water
Packaging Substrate / Materials: Plastic bottle
About the project
Malakhovskaya water is extracted from a deep artesian well. Nature itself creates in it a balance of elements necessary for the body. The quality of Malakhovskaya water meets international standards, and its balanced composition makes it ideal for constant consumption.
The Lider company commissioned us to redesign its flagship brand, Malakhovskaya drinking water. The current design was also created by us about 10 years ago. But during this time, many other players have appeared on the market. We analyzed the shelf and came to the conclusion that the design no longer meets modern standards. It’s time for a change. We needed to redesign the label and logo, rejuvenate the brand, add dynamics, freshness and relevance to it, while maintaining continuity.
Malakhovskaya water is extracted from an artesian well in the Moscow region in the village of Malakhovka. At the beginning of the 20th century, Malakhovka was a popular dacha village, one of the centers of attraction for the bohema of that time. The unique Summer Theater was located in Malakhovsky Park, where Chalyapin sang, and beautiful swans lived on the lake.
That is why the swan on a red background was one of the main elements in the design of water packaging as a reference to history, to that era. The image of a drop of dew falling from a leaf onto the water and leaving circles on it complemented the concept of fresh water from an artesian well.
We decided to keep the main symbol of the brand – the swan, which reminds of a wonderful place in the Moscow region. From a small graphic symbol, it turned into a full-fledged character, occupying the central part in the new design. The illustration is executed in a watercolor style, giving the impression that the water itself has turned into a swan that is about to take off.
The contrasting image on a light background for still water and on a blue background for carbonated water creates a sense of the volume of a swan on the label.
Due to the fact that there are few elements in the design and the focus is on the illustration of a swan, the packaging noticeably stands out from other competitors on the shelf and attracts attention in a matter of seconds, which is very important in order to quickly get into the attention of the buyer.