The concept of mineral water from Montenegro Aurra is embedded in the very nature of water: waves of personification of the union of opposites. Natural and technological, tender as dew, and impenetrable like an iceberg, quiet as morning fog, and noisy like the roar of a waterfall – water is the source of life, the main source of inspiration. In branding, we basically used pastel shades in combination with saturated gradients, thin lines with brutal typographic, and completely abandoned the images of people. Aurra is a brand about natural power and wealth, as well as preparing to enter the UAE market, where the images of people in advertising are not welcomed 😁. Our team has fully worked out the positioning, name, packaging design, and image advertising company.