Fontanis (Winkels Group)  —  2022

A mineral water ready for the future – and for new audiences.

THE BRANDING

An excellent product will always remain an excellent product. Sometimes, though, it needs a brand refresh and a spotlight to flow stronger through more bodies again. The mineral water market is a dense jungle of many regional sources. Quality standards in Germany are very high, and the Winkels Group — which includes brands like alwa and Fontanis — from Sachsenheim fuels internal competition with its many labels alone. In recent years, the star was alwa, while Fontanis (formerly Bella Fontanis) lost some ground.

Which brings us back to the beginning: Winkels was advised to keep the water — rich in calcium and magnesium with its distinctive mineral taste — in their portfolio, but to reposition and revive Fontanis itself, so to speak. And to do this with the support of a design agency. New client business for Hochburg. So far, we haven’t yet fully dived into the depths of this “holy mineral water.” Consistently, the “Bella” name — and with it the associated “beauty aspect” of the brand — was dropped after decades, and since June 2022, Bella Fontanis has simply been Fontanis. The new brand strategy is focused on being sportier, younger, more driven, and powerful — and that’s to be conveyed on every level.

Unusual for a mineral water producer: the color spectrum for the new flavor differentiation.

Fontanis (Winkels Gruppe)  —  2022

Before. After. A mineral water ready for the future and new target audiences.

Fontanis (Winkels Group)  —  2022

Water and Hochburg
at their best.

The embossed logo was smoothed and redesigned to be cleaner and more linear. The former small red fountain above the “T” — well, it kind of fell into the fountain. Still, the end consumer immediately recognizes “their” Fontanis, but no longer as if it came from a stonemason’s museum. The water remains very popular with the existing loyal customers due to its unique tingling sensation on the tongue — and that is meant to stay that way. Water at its best, an extraordinary color palette, and an intense visual language: the new target group (active, healthy, lifestyle-oriented) is to be triggered with energizing claims and motifs.

The message is clear: With Fontanis alone, you get valuable minerals to fuel your body from morning to night — whether studying, at the office, or working out. Hochburg has set the design and wording guidelines for the future, and now it’s time to roll out: The new bottle shape for the three new flavor variants, delivered in new crates, accompanied by a comprehensive campaign including POS measures, social media, and web activities. All digital designs by Hochburg. So that an excellent product reaches a new peak performance.

Young, sporty, healthy: Fontanis, the mineral water for a powerful generation.