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  • Bankia

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    BrandTailors
    94 vues2 pages
    BrandTailors reshaped Bankia – Coca-Cola Company Bulgarian mineral water brand, and turn it into an effective brand transformation. The solution was based on the Bulgarian tradition in drinking mineral water and the purity of the springs providing the natural water so highly appreciated by the consumers. For this project, BrandTailors team was awarded with “merit” during ReBrand 100 competition held in 2008.

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    BrandTailors reshaped Bankia – Coca-Cola Company Bulgarian mineral water brand, and turn it into an effective brand transformation. The solution was based on the Bulgarian tradition in drinking mineral water and the purity of the springs providing the natural water so highly appreciated by the consumers. For this project, BrandTailors team was awarded with “merit” during ReBrand 100 competition held in 2008.

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    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    94 vues2 pages

    Bankia

    Transféré par

    BrandTailors
    BrandTailors reshaped Bankia – Coca-Cola Company Bulgarian mineral water brand, and turn it into an effective brand transformation. The solution was based on the Bulgarian tradition in drinking mineral water and the purity of the springs providing the natural water so highly appreciated by the consumers. For this project, BrandTailors team was awarded with “merit” during ReBrand 100 competition held in 2008.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 2

    Case Study

    Bankia / The purity of Bulgarian mineral water

    Visual identity Package design Brand imagery

    See more photos on Flickr

    Context
    The Coca-Cola Company saw the opportunity of strengthening its position on Bulgarian mineral water market
    and concluded it was the right moment to rejuvenate the overall image of local brand Bankia.

    Challenge
    The greatest challenge for BrandTailors when appointed by The Coca-Cola Company to refresh Bankia “look”
    was to understand Bulgarians’ needs and motivations with regards to mineral water consumption.

    As a result of “shelf screening”, BrandTailors noticed a rigid and sterile appearance across all Bulgarian mineral
    water competition due to the commodity character of the category and understood there was a lot of room for
    improvement by simply adding a touch of emotion to the packaging solution.

    Solution
    By simply conducting several interviews with Bulgarian people, BrandTailors understood that, besides roses and
    yogurt, mineral water was a product deeply anchored in the national culture. Unlike the behaviour of the
    Romanian people, mineral water heavy consumption is a familiar trait of the Bulgarian people.

    As the name of the brand was rooted in a well-known geographic area of Bulgaria, BrandTailors was keen to
    understand what was so special about Bankia. In all interviews people talked about this region as being gifted
    with an amazing unspoiled natural landscapes and the purest mineral water springs.

    In its attempt to depict the purity of the water and the feeling of serenity provoked by Bankia’s natural
    environment, BrandTailors generated a strong visual territory derived from the power of a water spring. The
    result is a statuary package design empowered by a solid visual identity.

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    Contribution
    Brand strategy - Andreea Lupu
    Graphic concept and development - Janos Kurko
    Project management - Beatrice Daniș, Roxana Iancu
    Image retouching and printing pre-production - Mihai Părpălea

    Awards
    During ReBrand 100 competition held in 2008, BrandTailors team was awarded with “Merit” for the
    effectiveness of Bankia brand transformation.

    Project implementation started in April 2006.

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    Phone: (+4)-031-620-84-84 www.brandtailors.com
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