The company Aquanika and the branding agency Ohmybrand presented an updated line of fizzy drinks “Springs of Caucasus”. There is nothing superfluous on the labels as well as in the composition of the drinks themselves: only fruits, berries and the promise of coolness on a hot day.
To stand out from competition, to improve visibility on store shelves, to emphasize bright taste, freshness, natural composition and the world-famous Caucasian generosity — these are the tasks that the Ohmybrand team faced at the start of the redesign project for “Springs of Caucasus”.
Moving from common territory of naturalness using by the majority of the producers we created a unique way to convey the message of world-famous Caucasian hospitality and generosity. We found it even very important to unite people given today’s world agenda of increasing anxiety, stress and aggressiveness that is why we decide to remind ourselves that we live in this beautiful world beneath the sun and we have nothing to fight for. Rooted in Caucasian fine art with its bright and full of light painting our visual solution is minimalistic in form, but multilayered in meaning.
“We decided not to emphasize the naturalness of the product with the help of design and, thus, left the territory in which most manufacturers play,” says Eugenia Butyrina, Marketing Director of Aquanika. “Today’s information field is full of anxiety, stress and aggression, and we felt it was more important to remind our consumers that we live in a beautiful world under the sun, to remind that it is not necessary to fight for something 24/7.”
The label shows only one fruit. But you can also see there the hot southern sun, the refreshing coolness, the richness of nature and the world-famous Caucasian hospitality. You can even feel the flavour of a real bazaar where you seem to be invited from all sides: “Ripe pear, juicy lemon, sweet raspberries, sugary strawberries! Just try it!»
There is nothing surplus on the labels of “Springs of the Caucasus” lemonades range, as well as in the composition of the drinks themselves: only fruit, berries and the promise of coolness on the hottest day.
- Agency/Creative: Ohmybrand
- Article Title: Fizzy Drinks Springs of Caucasus Re-Design by Ohmybrand
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Redesign, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Research, Tone of Voice
- Format: Bottle
- Substrate: Glass
- Keywords: WBDS Agency Design Awards 2021/22 , WBDS Agency Design Awards 2022/23