Noringa — an emotional brand for a technological companyThe Chistaya Voda (Clean water) Company was founded in 1998, and is one of the leaders in the sphere of the production and sale of natural bottled water in Siberia and the Ural region. The company has a unique industrial and scientific base, unparalleled not only in Russia but also in Europe.Initially, the company's products were introduced to the market under the trademark "Chistaya voda". However, a new stage of development for the company, connected with entry to the federal market and an expanding product portfolio, necessitated the comprehensive re-branding of the company.The client developed the brand name and legend: Noringa, a bird that came to the aid of the ancient Slavs, helping them to locate springs and rivers with crystal clear water in the forests. In the Vologda region there are two rivers named in honor of this bird, the large and small Noringa.TASKKIAN was tasked with the development of the visual concept of the brand and its communications. The development of PET form for the entire line of bottled water.SOLUTIONWater is the basis of everything in the world and is the key to the health and well-being of every living creature. Water is the very essence of life! The main leitmotif of the entire project was the embodiment of the idea: "Feel life!”The basis of the visual concept of the brand became a stylized image of a bird formed from splashes of water, which serves as a logo, an icon and a major brand identifier. The brand motif, stylized waves that simulate the play of light in the current of water serves not only as a graphical environment for all brand materials, but is also used as a basis for the packaging form.The basis for the marketing communications of the brand was formed from emotional images of "open people," expressing simple human feelings of joy, happiness and freedom - people who feel life! As a graphical environment for corporate and presentation materials it was recommended to use macro images, thereby reflecting the diversity of the embodiments of water and the unique beauty of nature.The Noringa brand used for a basic line of pure natural water, all other food offers available under the sub-brand. Each of the sub-brands imposes its own identity by means of color scheme and system identifiers, thus remaining within the overall visual system through a single composition solution.In support of the release of the new brand comprehensive marketing communications were developed, including printed promotional materials, as well as models of outdoor advertising in various formats.