Font Vella brand is market leader in bottled water. Maintaining a position of leadership is no easy task and to do so a perfect balance must be sought between the heritage and the revitalizing of the brand, to connect both with the loyalist, and its potential new market.
The challenge
Water is, by definition, colourless, odourless and tasteless. Consequently, the different producers and distribution brands have had to battle it out in their quest to carve out market share. Font Vella has built up an unassailable position as the leading brand in the market but, despite this, is fully aware of the situation. So in 2012 it decided it needed to review the brand DNA if it was to orchestrate a successful defence of its position.
The strategy
The greatest asset Font Vella possesses is its brand heritage. Its DNA defines it as an innovative, dynamic brand that has a history which gives it credibility and aspirational elegance. We decided it needed to eliminate all that was superfluous to the brand and create a solid character with a touch of dynamism. So we opted to create a new Font Vella brand for the years to come.
The result
Consumer brand tracking reveals the brand once again is perceived of as prime quality, a brand capable of innovation.
A leader brand built on its heritage
