Launching functional water for city life
Korunní is an established Czech mineral-water brand expanding into premium functional drinks for modern urban consumers. We defined the line's positioning and packaging system around clear benefits, energy and on-the-go relevance.
Type
Services & Industry
Can the Queen of mineral waters ride the functional wave?
Korunní, one of the top-selling water brands in the Czech Republic known for its traditional 1.5 liter PET bottles, looked for a way to launch a new product line of premium, healthy on-the-go beverages for modern urbanites.
Objectives
Launching a new product line within the booming market of functional waters
Extending the brands established portfolio of mineral waters in plastic bottles
Designing a sleek, modern can format with impulse-buy appeal
Targeting busy city dwellers and appealing to a higher socioeconomic group
Staying true-to-the-brand, while visually signifying the new category
Designed for those, who aspire to live life to the fullest.
Korunní can is a premium product designed for active people who live in bustling cities and lead a fast-paced life. The can offers a way to stay healthy and full of energy without compromising on the negative effects of coffee or energy drinks. Korunní helps maintain vitality throughout any busy day.
Fresh design built around the functional benefits
The design framework for the new product line has a refreshing and modern aesthetic that aligns with the urban lifestyle it targets. The central feature is the Korunní logo, displayed at the top, set against a city map that wraps around the can, underscoring the brand’s ubiquity and relevance in the urban setting. A river graphic flows down the can, symbolizing a stream of energy and refreshment within the city lifestyle.
Hierarchy-wise, the design leads with the functional element, succeeded by the flavor, additional vitamins, and an icon signaling the low sugar content.
The design works with a clean white background contrasting with the brand’s signature dark blue shade, complemented by vibrant color themes inspired by the individual flavors. This creates a sleek and appealing look that captures attention, embodying the essence of a premium, healthy, on-the-go beverage.
Consumer insight
Korunní provides pure and healthy long-term energy without unnecessary sugar, perfect for coping with demanding days in the city.
Each variant is designed to stand out on the shelf while clearly being part of the Korunní family, offering functional benefits that cater to the health and lifestyle needs of modern consumers.
Extending the brand’s umbrella concept: A better city experience
The design of the cans loosely follows the comprehensive rebranding of the entire product portfolio, which Heels Make Deals redesigned in 2023 under the concept „Better city experience“. Korunní flows through your everyday routine. It is the right product for every day, that understands the busy city lifestyle and brings quality refreshment for both mind and body.
Extending the design into 375 ml PET bottles
After defining the can system, we extended the same visual logic into a smaller 375 ml PET format. The goal was to keep the product clearly connected to the new functional water line while adapting it to a more familiar, everyday bottle format. The design carries over the key elements from the cans - the Korunní logo, city map texture, flowing river graphic, strong functional benefit hierarchy, flavor colors, vitamins, and low-sugar message - so the PET bottles feel fresh, urban, and unmistakably part of the same Korunní family.
Impact
✅ Secured the top position in the Kofola, a.s. tender, showcasing strategy’s effectiveness
✅ Expanded Korunní’s offerings by launching a new line in the functional water market.
✅ Successsfuly introduced modern, versatile packaging, resonating with urban consumers.
✅ Integrated health-focused elements, maintaining brand identity and appeal.
✅ Engaged a higher socioeconomic demographic, broadening market reach.
✅ Garnered positive feedback from industry experts and consumer focus groups.
✅ Formulated a comprehensive brand extension strategy, setting the stage for innovation.
✅ Strengthened Korunní’s position as a leader in the commercial water sector.
