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Agency: The Newtons Laboratory
Creative Director: Konstantinos Thanasakis
Designer: Thalassinos Anastasiou
Copywriters: Marialena Gousiou, Jason Psarras
Client Service: Manos Chelmis, Dimitris Belecos
Strategic Planning: Konstantinos Verveniotis
Location: Greece
Project Type: Produced
Client: Souroti S.A.
Product Launch Location: Greece
Packaging Contents: Carbonated Water
Packaging Substrate / Materials: Aluminium can

The rebranding of such an iconic brand for the Greek market, transforms an until recently common product to a premium choice of a naturally carbonated water. This new identity focuses on the modern aesthetics and healthy lifestyle of today.

The Need: Souroti is a historic brand of the Greek market for more than 100 years with significant export activity. The need was to reposition the product as a premium and sophisticated choice in the carbonated (non-alcoholic) beverages market as well as to bring cohesion to the brand's product range.

The Strategy: The new identity reintroduces Souroti as a naturally carbonated, high quality and of premium aesthetics beverage with a main focus on digestion. Our market has expanded in age, habits and aesthetics but above all, Souroti "feels" the need for a healthy lifestyle and without holding back on the pleasure factor launches a tasty choice for every hour of the day.

Idea & Execution: We chose the "S" as our main visual, in order to build on the Latin script of the brand name. The "S" has an uneven line width, with intense curves as a reference to the way the water flows from the source of Souroti. The “S”, is used both as a unifier and a divider among the products of Souroti, since new flavours will be introduced in the future. This way our identity reduces the need for reading on shelf and builds a strong, contemporary identity that is easy to identify and recall.

The significant export activity of our product lead us to choose a Latin script for the brand name. Our symbol is a rosette, used by the ancient city of Anthemous, which is the location of the Souroti spring. The four inner petals symbolize the 4 key elements of the product which are: calcium, magnesium, bicarbonate, acidic. The four smaller leaves symbolize the 4 elements of the world and the 4 circles the carbonated nature of the product.

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