PUTTING THE MAGIC BACK INTO
MAGIC SPRINGS.
BEFORE
AFTER
JUST ANOTHER BOTTLE OF WATER
Water is essential for life yet it is taken for granted. This is the paradox that formed the backdrop of Magic Springs. The challenge we faced was to differentiate Magic Springs water from hunderds of competing brands. What made the task even harder was the logo and label design, which hampered all marketing efforts to position Magic Springs as an essential part of life.
HEAVEN-SENT TO NOURISH LIFE
With the owner of Magic Springs we developed a new positioning and logo. We also worked in close partnership with Omniad to develop the label. The positioning evolved from the idea that water falls from the sky and during its journey to the sea it supports life. As a result the positioning statement became: Heaven-sent to nourish life. The logo and label were derived from this positioning.
SALES GROW LIKE MAGIC
The response to the new logo and label has been positive. Sales representatives are reporting an increase in conversion rates, meaning greater number of prospetcs are becoming stockists. Field surveys also reveal that consumers find the new logo and label attractive. In the final analysis, sales are up, and the bottom line has a healthy glow.