KORUNNÍ IS ONE OF THE BEST-SELLING BOTTLED WATER BRANDS ON THE CZECH MARKET, ACQUIRED BY THE LARGEST BEVERAGE COMPANY, KOFOLA ČESKOSLOVENSKO, A.S., IN 2020.
Carlsbad springs bottled in the form of the Korunní water have been widely recognised on the Czech market for many years. Significant crown is the unique and major element of the brand that makes it recognizable among other water brands. Along with the opportunity of the acquisition it was essential to consolidate the very fragmented visual identity into a new and unified style.
OUR CHALLENGE WAS TO UNIFY THE VISUAL COMMUNICATION OF KORUNNÍ THROUGHOUT THE PRODUCT PORTFOLIO.
The target group of the brand are people from 25 to 55 years: responsible, open-minded, looking for life balance. Balance - visual, mental and physical - is what inspired our visual approach.
Korunní has always been perceived for its quality for affordable price. Taken this advantage of the resounding positioning we aimed to conceptualize the product as a smart-choice. A product that the customer will be delighted to carry throughout the day.
Iconic, distinctive and clean design as well as visual consistency are the major pillars we built the rebranding on. Keeping in mind the block effect while shopping, we ensured Korunní is clearly recognisable among other brands.
The name Korunní in translation denotes the crown itself. A significant symbol that dominates the brand was visually enforced in the foreground to make it shine through the whole product portfolio. To reshape the former design into a clear, modern, confident look the customer will instantly recognize.
SMART CHOICE FOR
Our intention was to make the decision-making process easier for the rush city lifestyle - with the iconic, simple and distinctive design that evokes balanced & smart choice. To create go-to water for on-the-go people.
DESIGN CLEAR JUST AS THE WATER
Korunní is mineral rich water that keeps your mind crystal clear and day perfectly balanced. It is the right product for everyday matters that understands the busy lifestyle and brings quality refreshment for both mind and body. Your private oasis, a break from a hustle and bustle of the city.
Korunní flows through your everyday routine, connects the city life together and refines it into a unique experience. That is communicated through the distinctive spring that touches every element of the rush city lifestyle, either if it’s work or personal life. The connection is visually represented as a thoughtful visual approach, literally flowing through all product labels.
With special “interest points” the intention was to reflect the level of carbonation of a particular product. From soft to distinct design elements as a form of visual interpretation of the water effervescence.
Apart from the core visuals the six pack bottle packaging has been created to let the branding fully resonate on any surface of the Korunní brand. A key visual was created to complement the branding for further communication, carrying and reflecting the principal message in a broader format.