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Rebranding and Repositioning for Souroti

Rebranding and Repositioning for Souroti

The rebranding of such an iconic brand for the Greek market, transforms an until recently common product to a premium choice of a naturally carbonated water.
This new identity focuses on the modern aesthetics and healthy lifestyle of today.
The Need: Souroti is a historic brand of the Greek market for more than 100 years with significant export activity. The need was to reposition the product as a premium and sophisticated choice in the carbonated (non-alcoholic) beverages market as well as to bring cohesion to the brand’s product range.

The Strategy: The new identity reintroduces Souroti as a naturally carbonated, high quality and of premium aesthetics beverage with a main focus on digestion. Our market has expanded in age, habits and aesthetics but above all, Souroti “feels” the need for a healthy lifestyle and without holding back on the pleasure factor launches a tasty choice for every hour of the day.

Idea & Execution: We chose the “S” as our main visual, in order to build on the Latin script of the brand name. The “S” has an uneven line width, with intense curves as a reference to the way the water flows from the source of Souroti. The “S”, is used both as a unifier and a divider among the products of Souroti, since new flavours will be introduced in the future. This way our identity reduces the need for reading on shelf and builds a strong, contemporary identity that is easy to identify and recall.

The significant export activity of our product lead us to choose a Latin script for the brand name. Our symbol is a rosette, used by the ancient city of Anthemous, which is the location of the Souroti spring. The four inner petals symbolize the 4 key elements of the product which are: calcium, magnesium, bicarbonate, acidic. The four smaller leaves symbolize the 4 elements of the world and the 4 circles the carbonated nature of the product.

 

CREDIT

  • Agency/Creative: The Newtons Laboratory
  • Article Title: Rebranding and Repositioning for Souroti
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Greece
  • Market Region: Multiple Regions
  • Project Deliverables: Brand Redesign, Brand Rejuvenation, Brand Strategy, Branding, Packaging Design, Rebranding, Research
  • Format: Can
  • Substrate: Metal

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