Seryab
Introducing the kids range of Seryab - a premium natural mineral water of Russian origin.
Following successful launch of award-winning PET and glass package range in 2010, Seryab is introducing a special range for the kids. In contrast to the mature crystal-like design of the ‘adult’ Seryab which showcases the silver-pure nature of the water, the kids range aims to make drinking water more fun and reclaim ‘share of stomach’ from other impulse categories such as soft drinks and candy.
The kids range is bottled in proprietory matrioshka-shaped 250ml bottles decorated with folk fairy tale characters. The archetypal shape of the Russian nesting doll is perfect for kids hands and instantly turns the bottle into a collectable toy which unlocks children’s creativity. Commercial branding is reserved for the back of the label to minimize interference; the package is highly distinctive even in the absence of prominent logos.
Initially 5 characters have been released to cater to different tastes and preferences, namely the Swan-Princess, Ilya of Murom, the Firebird, the Mermaid and Sadko the Seafarer. The set will be subsequently extended with additional themes and characters, including a special Winter series.
The illustrations started as pencil sketches that explored the characters and layout specifics, than moved to full-color artwork and, finally, label design. Semi-transparent and fully transparent areas of the background were developed to showcase the transparency of the mineral water inside the bottle as well as to give the illustrations more depth. As a finishing touch, each illustration was furnished with a unique creative barcode that reinforced the story and the character.
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The Seryab kids range won the Best label and decorative finish award at the 8th World water congress in Rio upon introduction in 2011 and has since become the premiere kids water brand in Russia.
