AURA Artesian Water is a one of the quickly growing Belorussian drinking water brands. The new design of AURA Artesian water goes back to the essence; is iconic, without fuss, elegant, yet accessible. Pure natural design.

Water is progressively commoditizing in an increasingly crowded competitive landscape worldwide and in Belarus. We needed to create a solution that stands out from the “sea of sameness” avoiding category clichés.

The target consumers are young adults, who are active and optimistic. The task was to create a single, proprietary visual identity system that would work across the whole portfolio and be flexible enough to work in different formats, from packaging to point-of-sale marketing, to outdoor advertising.

The new design needed to reflect the brand’s adjusted active and uplifting positioning and is based on three design principles:

1. Dynamic, Bold & Simple, Modern, yet timeless presentation; We uncluttered the label and introduced a unique wave, symbolizing the purity of water.
2. Building an emotional connection with consumers: approachable, emotional The simple, yet unique lotus flower made of water drops also creates a as an understated podium for the brand’s crest.
3. Creating a strong shelf presence:

• A pure design solution for the purest of products.
• Icon, unique strong logo and waves contain all communications and have become the core brand identifier.

The new visual identity system first launched in Belarus in beginning of 2018. Results exceeded expectations and product sales increased by 50% within 6 months following the launch. The lotus flower and wave identity is becoming an iconic signature for the brand, generating higher levels of brand awareness. The system is easily applicable to the client’s needs.