01
Pre-launch
Brand concept prepared
Brand conceptPremium beverage branding
Aurora Premium Mineral Water: brand concept and packaging design
Aurora was developed as a pre-launch premium mineral water brand with a Nordic character and a luxury positioning for fine dining, boutique hotels, and high-end retail. The work covered the full concept package: brand strategy, naming, story, identity, packaging design, web direction, and market entry logic.
Aurora Mineral WaterPremium beverage branding
02
3 SKU
Still, Sparkling, Lightly Sparkling
03
Luxury
HoReCa and premium retail focus
About the project
A premium mineral water brand built around Nordic depth, not generic freshness
Aurora was created for a new premium mineral water brand with a natural source, soft minerals, and glass bottle positioning. The concept needed to stand out in a category where many brands rely on the same visual language: drops, mountains, turquoise labels, and predictable claims about purity.
Instead of building the brand only around minerals, we shaped Aurora around three core elements: light, stone, and time. Northern lights became the emotional symbol, stone reflected geological filtration, and time explained the slow natural formation of the water.
Challenge
Turn a natural source into a luxury beverage brand ready for launch
The client came with a product, production ambition, and a clear target channel, but without a name, visual identity, story, packaging, or communication system. The brand had to feel premium from the first contact and work across restaurants, boutique hotels, luxury retail, and direct-to-consumer communication.
We needed to define the positioning, create a memorable name, build the brand story, design the glass bottle system, prepare the visual identity, and shape the launch logic before the product entered the market.
What we did
Built the Aurora concept from research and naming to packaging and launch strategy
This case combines brand strategy, visual identity, packaging design, web concept, and go-to-market planning. Since the brand is still pre-launch, the focus is not on sales metrics, but on the complete set of deliverables prepared for market entry.
Analyzed the premium still water category, competitor packaging, price positioning, HoReCa expectations, and the visual gap Aurora could occupy.
Developed naming directions, tested final options, and shaped the Aurora story around northern light, geological stone, and natural time.
Created a premium wordmark, symbol marker, color palette, typography direction, and graphic language for packaging and communication.
Designed the bottle direction for three SKU lines with dark glass, refined metallic typography, and a table-ready luxury appearance.
Prepared the digital concept, product page logic, HoReCa partner direction, creative launch waves, and communication system for market entry.
Deliverables
A complete pre-launch brand concept ready for production and market entry
The outcome was a structured brand package for Aurora: strategy, naming, identity, packaging system, brandbook, web concept, key visuals, HoReCa materials, and go-to-market plan.
Brand positioning and market niche defined
Aurora was placed in a clear premium territory: Nordic mysticism, natural source, soft minerals, glass packaging, and luxury beverage presence.
Visual system built around light, stone, and time
The brand language connected northern lights, dark stone, platinum typography, and restrained premium communication into one system.
Three SKU bottle concept prepared
The concept included Still, Sparkling, and Lightly Sparkling lines with distinct metallic accents and two bottle formats for restaurant and retail use.
Go-to-market assets prepared
The brand was supported with web concept, key visuals, HoReCa materials, launch communication, and a 90-day market entry plan.
Proof
What the brand concept delivered
- The brand was structured around a clear premium positioning: Nordic origin, natural source, soft minerals, glass bottles, and fine dining relevance.
- Naming, brand story, visual identity, packaging, web concept, HoReCa materials, and go-to-market strategy were developed as one coherent launch system.
- The concept was prepared to scale across three SKU lines, two bottle formats, restaurant communication, premium retail, and direct-to-consumer channels.
This is a pre-launch concept case. Instead of sales metrics, the proof is the complete set of brand assets prepared for production, presentation, and market entry.
Project team
Brand strategy, visual identity, packaging, and launch planning
The project required strategic research, naming, copywriting, visual identity, packaging direction, web concept design, and coordination of the full pre-launch brand package.
Project team:Leo Carter, James Wilson, Lina Hayes and Noah Reed
Services involved
Services used to shape the premium beverage brand
The Aurora concept combined market research, brand identity, UX/UI direction, copywriting, web concept development, analytics thinking, and go-to-market planning.
Marketing research
Audience, market, and competitor analysis used to make sharper strategic decisions.
Open serviceUX/UI design
Interfaces designed around user tasks, clear hierarchy, and conversion flow.
Open serviceBrand identity design
A visual identity system that keeps communication recognizable across channels.
Open serviceCorporate website development
A structured company website that explains the offer clearly and supports lead generation.
Open serviceCRM and automation setup
Sales processes, lead routing, and recurring actions structured inside CRM.
Open serviceAnalytics setup (Google Analytics)
Tracking and attribution configured so marketing decisions rely on real conversion data.
Open serviceA/B testing for ads and landing pages
Controlled tests for ads and landing pages to improve conversion with evidence.
Open serviceChatbots for website / messengers
Conversation flows for websites and messengers that qualify requests and reduce manual load.
Open serviceCopywriting (texts for website and ads)
Clear commercial writing that explains the offer, reduces friction, and supports conversion.
Open serviceVisual materials
Key visuals of the Aurora premium mineral water concept
These materials show the Aurora brand world: the bottle concept, Nordic visual identity, packaging system, product architecture, and digital direction for the pre-launch brand.
Next step
Building a premium brand before entering the market?
We can help define the positioning, create the identity, design the packaging, prepare the web concept, and structure the go-to-market plan before launch.
Related services
Related services
Brand identity design
A visual identity system that keeps communication recognizable across channels.
Open service
UX/UI design
Interfaces designed around user tasks, clear hierarchy, and conversion flow.
Open service
Marketing research
Audience, market, and competitor analysis used to make sharper strategic decisions.
Open serviceOur offices
Luxembourg
Office
58 Rue des Celtes, 1318 Märel, Luxembourg
+352 621 751 984
USA
Office
Address will be added soon
Phone will be added soon
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Office
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+971 55 332 3978
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Office
Krasno Selo residential complex, 1A Pirinski Prohod Street, 1618 Sofia, Bulgaria
+359 087 998 1071
Ukraine
Office
12 Fontanska Road, Kyiv, Ukraine
+380 931 200 262
FAQ
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