FEMININE | FOOD&BEVERAGE | PACKAGING DESIGN | PRINT DESIGN
Functional waters are the new wave, but can traditional brands ride it without losing their identity? We helped the Queen of mineral waters launch a fresh new line.
Korunní, one of the top-selling water brands in the Czech Republic known for its traditional 1.5 liter PET bottles, looked for a way to launch a new product line of premium, healthy on-the-go beverages for modern urbanites.
Objectives
🔘 Launching a new product line within the booming market of functional waters
🔘 Extending the brands established portfolio of mineral waters in plastic bottles
🔘 Designing a sleek, modern can format with impulse-buy appeal
🔘 Targeting busy city dwellers and appealing to a higher socioeconomic group
🔘 Staying true-to-the-brand, while visually signifying the new category
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Designed for those, who aspire to live life to the fullest.
Korunní can is a premium product designed for active people who live in bustling cities and lead a fast-paced life. The can offers a way to stay healthy and full of energy without compromising on the negative effects of coffee or energy drinks. Korunní helps maintain vitality throughout any busy day.
Navrženo pro ty, kteří chtějí žít naplno a plnými doušky.
Korunní plechovka je prémiový produkt určený pro aktivní lidi, kteří žijí rychlý život v rušných městech. Plechovka nabízí způsob, jak zůstat zdravý a plný energie, aniž byste slevili z negativních účinků kávy nebo energetických nápojů. Korunní pomáhá udržet vitalitu během každého náročného dne.
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Fresh design built around the functional benefits
The design framework for the new product line has a refreshing and modern aesthetic that aligns with the urban lifestyle it targets. The central feature is the Korunní logo, displayed at the top, set against a city map that wraps around the can, underscoring the brand’s ubiquity and relevance in the urban setting. A river graphic flows down the can, symbolizing a stream of energy and refreshment within the city lifestyle.
Hierarchy-wise, the design leads with the functional element, succeeded by the flavor, additional vitamins, and an icon signaling the low sugar content.
The design works with a clean white background contrasting with the brand’s signature dark blue shade, complemented by vibrant color themes inspired by the individual flavors. This creates a sleek and appealing look that captures attention, embodying the essence of a premium, healthy, on-the-go beverage.
Svěží design maximalizující focus na funkční benefity
Design nové produktové řady má osvěžující a moderní estetiku, která je v souladu s městským životním stylem, na který cílí. Ústředním prvkem je logo Korunní, zobrazené nahoře, zasazené do mapy města, která obaluje plechovku a podtrhuje všudypřítomnost a význam značky v městském prostředí. Po plechovce stéká grafika řeky, která symbolizuje proud energie a osvěžení v rámci městského životního stylu.
Hierarchicky je zvýrazněn funkční prvek, následně příchuť, další vitamíny a ikona znázorňující nízký obsah cukru.
Design pracuje s čistým bílým pozadím kontrastujícím s charakteristickým tmavě modrým odstínem značky, doplněným živými barevnými motivy inspirovanými jednotlivými příchutěmi. Toto vytváří elegantní a přitažlivý look, který upoutá pozornost a ztělesňuje podstatu prémiového, zdravého, on-the-go nápoje.
CONSUMER INSIGHT
Korunní provides pure and healthy long-term energy without unnecessary sugar, perfect for coping with demanding days in the city.
SPOTŘEBITELSKÝ INSIGHT
Korunní poskytuje čistou a zdravou dlouhodobou energii bez zbytečného cukru, perfektní pro zvládání náročných dnů ve městě.
Functional Highlight:
Vitamin D3
Flavor Indicator: Raspberry & Yuzu
Color Theme: Tart Purples
Sunshine in a can with essential Vitamin D
Functional Highlight:
Caffeine
Flavor Indicator: Citrus Mix
Color Theme: Zesty Yellows
Energizing boost without excessive sugar
Functional Highlight:
Iron
Flavor Indicator: Pomegranate
Color Theme: Juicy Reds
Rich in iron for vitality and well-being
Functional Highlight:
Vitamin D3
Flavor Indicator: Raspberry & Yuzu
Color Theme: Tart Purples
Sunshine in a can with essential Vitamin D
Functional Highlight:
Caffeine
Flavor Indicator: Citrus Mix
Color Theme: Zesty Yellows
Energizing boost without excessive sugar
Functional Highlight:
Iron
Flavor Indicator: Pomegranate
Color Theme: Juicy Reds
Rich in iron for vitality and well-being
Functional Highlight:
Vitamin D3
Flavor Indicator: Raspberry & Yuzu
Color Theme: Tart Purples
Sunshine in a can with essential Vitamin D
Functional Highlight:
Caffeine
Flavor Indicator: Citrus Mix
Color Theme: Zesty Yellows
Energizing boost without excessive sugar
Functional Highlight:
Iron
Flavor Indicator: Pomegranate
Color Theme: Juicy Reds
Rich in iron for vitality and well-being
Each variant is designed to stand out on the shelf while clearly being part of the Korunní family, offering functional benefits that cater to the health and lifestyle needs of modern consumers.
Extending the brand’s umbrella concept: A better city experience
The design of the cans loosely follows the comprehensive rebranding of the entire product portfolio, which Heels Make Deals redesigned in 2023 under the concept „Better city experience“. Korunní flows through your everyday routine. It is the right product for every day, that understands the busy city lifestyle and brings quality refreshment for both mind and body.
Read more about the rebranding here.
Návaznost na umbrella koncept značky: Lepší zážitek z města
Design plechovek volně navazuje na komplexní rebranding celého produktového portfolia, které studio Heels Make Deals přepracovalo v roce 2023 pod konceptem „Better city experience“. Korunní protéká vaší každodenní rutinou. Je to ten pravý produkt pro každý den, který rozumí rušnému městskému životnímu stylu a přináší kvalitní osvěžení pro mysl i tělo.
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Objectives
✅ Secured the top position in the Kofola, a.s. tender, showcasing strategy’s effectiveness
✅ Expanded Korunní’s offerings by launching a new line in the functional water market.
✅ Successsfuly introduced modern, versatile packaging, resonating with urban consumers.
✅ Integrated health-focused elements, maintaining brand identity and appeal.
✅ Engaged a higher socioeconomic demographic, broadening market reach.
✅ Garnered positive feedback from industry experts and consumer focus groups.
✅ Formulated a comprehensive brand extension strategy, setting the stage for innovation.
✅ Strengthened Korunní’s position as a leader in the commercial water sector.
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HAVE A PROJECT OR BRAND IN MIND THAT YOU'D LIKE TO DISCUSS?
We'd love to talk about it. Reach out to us to arrange a call 📞 or an in-person meeting 🤝
HAVE A PROJECT OR BRAND IN MIND THAT YOU'D LIKE TO DISCUSS?
We'd love to talk about it. Reach out to us to arrange a call 📞 or an in-person meeting 🤝
📍 PRAGUE | NEW YORK
📍 PRAGUE | NEW YORK
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