Aquarius*

Update and evolve the visual identity for six markets

 

The Challenge

Aquarius needs a simpler look visually, but with a bold presence at the point of purchase

Our Answer

A sufficiently flexible system was defined to extend itself to new flavours, formulas and market needs.

  • The average degree of change for the brand was established, considering all the market sensitivities
  • Guidelines for the system were developed, including visual material for packaging, labels, multiple packaging and printed communications.

The Results

Aquarius had its visual identity overhauled, with a bold presence at the point of purchase, and unified to help the brand to experiment

  • The new brand identity makes use of national symbols such as the Bridge of the Americas, the national flower, the national dress and carnival characters
  • The design made connections to other national activities, such as the baseball and carnival festivals
  • Turnover has increased since its launch and the new brand extensions were defined under the criteria of brand architecture

*By Julio Ferro

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