Aqua Minerale is a popular water brand, available for purchase in Russia, that encourages consumers in their pursuits and supports them as they strive to keep in balance throughout their busy days. It was time for a redesign, so the Design Team was tasked with bringing a new holistic portfolio vision to life, harmonizing the Aqua Minerale portfolio, and building a beautiful and compelling Visual Identity System.

The Design Team had to take into consideration both Aqua Minerale’s core and flavor sublines for this redesign, and needed to create a new packaging design that would improve product visibility on shelf. Previously, Aqua Minerale had struggled to tell a clear story linked to its brand essence and lacked ownable brand assets. As we conceptualized a new direction for Aqua Minerale, we embraced the idea of water being a unique source of life, and inspiration for living a life of fluidity and grace.

On pack, we introduced a structural label shape with geometrical brush strokes that lend an emotional touch to the design, as well as supporting the mountain as the key brand asset. The logo at the top visually flows with the background mountain shape, meant to remind consumers of the benefits of drinking water and making the product look unique. New label color coding for the brand enables the product to look fresh in retail environments and provides clear flavor differentiation on shelf, allowing consumers to easily pick their favorite Aqua Minerale.