Brand Name:Fab Natural Water
Industry Type:Food / Beverage
Work Required: Naming, Branding, Product and Packaging Design, TVC, Advertising and E - Marketing Services Slogan: Natyralisht
Hysenbelliu Group is a well–known group of businesses in Albania. HB management is spread across three major sectors: food and beverages, media, and construction. Among their leading brands are: Birra Korça, News 24 Regional TV, and Panorama newspaper. The management of Hysenbelliu Group decided to launch a new brand of natural water in the saturated Albanian market. This product is bottled at the springs of Saint Mary near Dajti Mountain near Tirana.
For the launch of this new product, Hysenbelliu challenged our agency to develop a full identity design and marketing strategy. This strategy was focused at first on a design for cool packaging for the product and the production of an advertising campaign, consisting of printed ads and TV commercials. The client had specific and brief guidelines for the product, and Vatra had to offer a detailed plan for that. A key point of the client’s brief was to create a short name that had to be pleasant, likeable, refreshing and most importantly, catchy. This new brand had to be unique and easy to recognize. It needed to create an emotional image that could appeal in a multisensory way to the attention of the customers, and create the impression of as something unmatched in quality.
After research, and following the client’s guidelines, Vatra staff decided to name the newcomer “Fab”. The origin of name referred to the “fabiola” (triteleialaxa) flowers. The shape of the flower became the inspiration for the symbol of the logo. The word “Fab” near the flower shape, with its original color, makes the full logo for this product. We decide to place communicably this product showing more the emotional and the intangible assets of the product. We emphasized the water quality in our design to differentiate it from other Albanian water brands. We took this decision consulting and making different benchmarking analyses in the large and saturated market of bottled water and analyzing the competitors’ brand positioning in the same market. Vatra also developed a full marketing strategy that included; media coverage, media buying, target market, future objectives, S.W.O.T analysis, placement, promotion, outdoor advertising, merchandising products, event management, sponsorship, etc. The advertising campaign was conceptually based on an elegant girl to personify a multifaceted character including the spirit of nature, nature itself, the purity of the water and its springs, the water itself, the flower because Fabiola is an international female common name, and last but not least, our product. We think that this advertising campaign gives emphasis to the brand name, product qualities and history.
“Vatra’s response to the brief was significant in that it increased awareness and perceived exclusivity of the product. Very happy with our new brand and marketing collateral. People are going out of the way to praise it.” - Mrs. Fabiola Hysenbelliu, Vice President of Hysenbelliu Group.