BrandMe created the revised brand identity and mountain landscape to support Serra da Estrela’s new positioning, tell the brand story and create a uniquely ‘ownable’ and bold iconic statement in this highly competitive category.
The new design heroes the beautiful Serra da Estrela region, the highest peak in Continental Portugal and where the water is sourced but builds on the existing logo and star for brand recognition. The redrawn logo, ethereal qualities of the image and the stylized reflection celebrate the purity and clarity of the water and display pride in the brand’s origins: ‘A Serra das Serras, A Água das Águas’ (Mountain of all Mountains and Water of all waters). The revised range is designed to strike a balance between creating strong overall brand impact through the linked mountain chain and achieve greater consistency across the PET and glass format ranges.
Clare O’Brien, BrandMe Design Director says: ‘We wanted the design to resonate with the soul of the region and the landscape that help to create the crystal clear water of Serra da Estrela.”
Margarida Lucas dos Santos, Serra da Estrela Water Brand Manager says: “The Água Serra da Estrela brand is a very well known and loved brand in Portugal. We believe this new identity will take the brand to another level, improving a lot its image and helping the consumers to make the perfect association between the purity of the water and the imaginary setting of its source”.