Perla Covasnei, a heritage mineral water brand, enjoyed more than a century’s tradition and needed a re-branding solution that would enforce its uniqu...
Compilación de textos sobre Buenos Aires y - dentro de la gran aldea - su comunidad ídish con sus tradiciones y su historia.
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economia
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INSURANCE LAWFull description
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INSURANCE LAWFull description
Case Study
Perla Covasnei / The Fairy Castle Water
Visual identity
Packaging concept
Package design
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Context Located in Covasna and being exploited since 1865, Siculia spings from Malnas-Bai where the mineral water factory has been founded back in 1904. Perla Covasnei mineral water, springing from the same source is withessed as one of the very few Romanian enriched with natural carbon dioxide directly at the source. As since the 90s Perla Covasnei image was a functional-descriptive one, the brief addressed to BrandTailors was to develop a new solution for the visual identity and the package design capable to convey the brand personality and to ensure the differentiation against the competition in mineral water ”value” segment.
Challenge The brand audit conducted by BrandTailors consultants highlighted the fact that ”water” and ”mountain”-related visual elements are commonplace for mineral water cateory; furthermore, in the ”value” price segment one could hardly enforce any other symbols to generate brand differeciation. Thus it became obvious that the visual identity solution and the package design for Perla Covasnei had to comprise those compulsory nature-related elements in order to etablish the brand in this highly competitive segment. So as to create differentiation, it was mandatory to find a new graphic manner and a series of symbols never used beforehand that fit mineral water category.
Solution The package graphic design solution stresses on the complementary relation between Covasna area naturalness and historical value, reproducing in a pictorial manner two symbols to leverage on each other: the castle and the horse.
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Making use of a fluid letters form and of highly ornamental elements, the logo design reminds one of the over-decorated capital letters used on story books first pages. Moreover, the introduction of “from 1904” particle, strengthens the fairy space feeling and authentic tradition of the source spring. By combination of association the “castle” symbol can give (tradition, steadiness, continuity, trust) with those of the equestrian symbols (freedom, noblesse, strength, dynamism), the new visual identity of Perla Covasnei differentiates the brand against competition throughout its distinctive brand values.
Contribution Brand audit - Andreea Florea Creative concept - Melania Nemeș Package design - Melania Nemeș Illustrations - Cornelia Păscălin, Bianca Dumitrașcu Image retouching and printing pre-production - Mihai Părpălea Project management - Andreea Florea, Janos Kurko Project implementation started in November 2009. Follow us on LinkedIn Download our credentials
