The energy it once projected was completely lost. We came up with an exciting brand idea of 'WATER OF LIFE' expressing the essence of this purest water from the Caucasus mountains. This positioning resonated very strong with the male audience the brand was targeting. The new design is young, exciting, masculine and full of energy preparing the brand for federal expansion. Unusual bottle color helped create stand out on shelf. The new brand identity is also used as a corporate identity. To help with the relaunch and the expansion we also developed an exciting communications style for the brand and created brand guidelines to make sure the new brand strategy and identity are applied consistently across all touch points.