Aqua Maris, our largest export brand which has been on the market since 1999, has recently changed its appearance. The number of natural nasal sprays is, namely, growing, resulting in a large number of competitors within the segment and the need for a new, unique visual identity and strengthening of the position within the consumers’ awareness.
The project was developed in collaboration with one of the best known international branding companies, a member of the large Omnicom Group – Siegel&Gale. The project resulted in a new design which has a drop as its the central element, and was registered as our intellectual property. Graphic standards were used to divide the lines for ear, throat and nose treatment, not to confuse them, and a range of somewhat lighter blue colour was specially developed for the forms intended for children. Besides the new attire, a mascot for children was also developed, a nice little drop which will facilitate the presentation of this product to children.
At the same time, a new promotional campaign under the slogan Osnažite osjete – Lift the Senses, with the objective of increasing the use of seawater preparations, especially within everyday hygiene and prevention segment, was created in addition to the new packaging design.
Aqua Maris is a brand present in 30 countries around the world, with 52 million units sold by the end of 2010. It placed JGL among the four largest natural nasal preparations producers in the world, being the first one with seawater based preparations. The new visual identity has already been very well received on the markets in Russia, Ukraine and Kazakhstan where it contributed to a significant sales increase, and the consumer study in Croatia shows that, when compared to the competition, it is thought of as more modern, livelier and more beautiful, and because of the new attire of the Aqua Maris products, consumers perceive them as products of higher value in comparison to the competition.