Client: Lidskae pivo
Brand: AURA
Tasks: Label redesign
AURA Artesian Water is one of the quickly growing Belorussian drinking water brands.
The new design of AURA Artesian water goes back to the essence; it’s iconic, without fuss, elegant, yet accessible, with a purely natural design.
Water is progressively commoditizing in an increasingly crowded competitive landscape worldwide and 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:
Dynamic, Bold & Timeless
We simplified the label design to create a clean, modern, yet enduring look, introducing a distinct wave that symbolizes water’s purity. The minimalist lotus flower, crafted from water droplets, serves as a subtle yet powerful backdrop for the brand’s crest, fostering an emotional connection with consumers.
Striking Shelf Presence
The pure design reflects the essence of the product, making it approachable and memorable. The iconic logo and distinctive waves unify all brand communications, becoming the core visual identity that ensures a strong presence on the shelf.
The new visual identity system was first launched in Belarus at the beginning of 2018. Results exceeded expectations and product sales increased by 50% within 6 months following the launch. The lotus flower and wave identity are becoming an iconic signature for the brand, generating higher brand awareness.
Client: Lidskae pivo
Brand: AURA
Tasks: Label redesign
AURA Artesian Water is one of the quickly growing Belorussian drinking water brands.
The new design of AURA Artesian water goes back to the essence; it’s iconic, without fuss, elegant, yet accessible, with a purely natural design.
Water is progressively commoditizing in an increasingly crowded competitive landscape worldwide and 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:
Dynamic, Bold & Timeless
We simplified the label design to create a clean, modern, yet enduring look, introducing a distinct wave that symbolizes water’s purity. The minimalist lotus flower, crafted from water droplets, serves as a subtle yet powerful backdrop for the brand’s crest, fostering an emotional connection with consumers.
Striking Shelf Presence
The pure design reflects the essence of the product, making it approachable and memorable. The iconic logo and distinctive waves unify all brand communications, becoming the core visual identity that ensures a strong presence on the shelf.
The new visual identity system was first launched in Belarus at the beginning of 2018. Results exceeded expectations and product sales increased by 50% within 6 months following the launch. The lotus flower and wave identity are becoming an iconic signature for the brand, generating higher brand awareness.
