Conference with a good vibe
Branding “Raise the Bar Coca-Cola HBC Adria Conference”
Bruketa&Žinić&Grey agency’s task was to integrate the portfolio of six local water brands into a strong regional master brand design.
The master brand was centred on millennials (aged 25 to 40 years) and young families as the target group. This target group is physically active and strives for balance in life. Nevertheless, from time to time they have no time for daily routines beneficial to their health. These people are focused on their careers as much as on exploring different interests in life. This digitally literate and well-informed generation values experiences over material possessions. They like to keep their options open and often delay big and significant life decisions.
The idea for market differentiation was found in the turbulent world we live in today, where we are constantly facing changes, and this very fact can also be a link between the brand and the target group. Throughout their lives, millennials have been hit by the great 2008 financial crisis and the COVID-19 pandemic and are living with current inflation around the world on the brink of a global conflict. All the above-mentioned living circumstances stop them from reaching their full potential.
They often had a hard time growing up, which made them become more flexible, embrace change as an integral part of life and learn to cope with it. They grew up in a world that taught them to be frugal, which is why they have no aspiration for unattainable financial or material goods. Their aspirations are experience oriented.
We have no control over many changes in life apart from those personal ones. Naturaqua is here to inspire millennials to learn to readily accept all the upcoming changes while they continue to build their relationships with family, friends, and work. It also wants to help them find balance in life, befitting perfectly balanced mineral water.
By focusing on personal changes while sharing real-life examples, the idea is to encourage those at a crossroads in life to embrace change as the only way forward, inspiring them with examples of those who managed to do so and came out stronger. Whether it is changes at work, home, or everyday life, accepting personal changes is the key to a better future.
Naturaqua packaging keeps up with this philosophy of change – it was designed as a visual reminder of the constant changes in life and how each drop of water is a symbol of flexibility and adaptability. Every bottle depicts fluid lines and shapes that symbolise the constant changes in our world, underlining that all of us, including water, have the ability to transform and adapt. Testing and challenging the traditional perception of water as a constant, unchanging substance, packaging design reflects the turbulence and dynamics of our lives, underscoring the concept of accepting change as an inevitable part of our daily lives.
This distinctive and intuitively comprehensible design, brands Naturaqua as a water for those how have accepted change as an integral part of their lives, encouraging consumers to embrace fluidity and adaptation on their health and balance journeys.
The task also included the formulation of the concept of “The Book of Change”, i.e. the brand book with the most inspiring examples of positive changes.
