Press Release

BrandTailors created Covasna Tărâmul Apelor, the newest

Azuga Waters mineral water consumer brand

Andreea Florea Melania Nemeș

Brand Consultant Senior Brand Designer

Bucharest, March 8th 2011

BrandTailors – strategic brand consulting and design firm – completed Covasna
Tărâmul Apelor brand creation, the newest brand in Azuga Waters’ portfolio.
Following the successful introduction of Azuga Apa de Izvor back in 2010, Azuga Waters’ management team
decided to extend its mineral water portfolio, commissioning BrandTailors for a third brand consultancy project.

Targeting a price sensitive audience that is not being receptive to emotional benefits and activating in a
category where taste is less relevant and the difference between products is barely noticeable, BrandTailors’
challenge resided in creating a brand to address a straight forward and unsophisticated consumer need.

Consumer’s insecurity with regards to tap water consumption is

the main reason for the acquisition of bottled water and thus the
shelf price is the most important influencer when making the
brand selection. Based on these considerations, Covasna Taramul
Apelor was conceived by all means as a brand to be positioned in
Andreea Florea
the econimic price segment. Brand Consultant

As the water source is located in Covasna, a geographical region called „the resort of the 1,000 springs”, the
name of the brand was hence created so to suggest the origin of the water and at the same time to depict this
region as a fairy „land of the waters”.

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Remaining truth to brand’s mythical dimension, its visual identity combined an archaic Romanian letter charac-
ter redesigned in a contemporary manner, with a symbol specific for gate decoration art in Covasna - the tulip -
reinterpreted in a full of impact motif.

The traditional gate became the key element of the package

design and visual territory of the brand because of its two powerful
meanings – being a symbol specific to Covasna region, it provides
an idea about the water origin, while inviting the consumer to step
Melania Nemeș
into this blessed land with pure mineral water springs. Senior Brand Designer

By concluding this project, BrandTailors enlarged its mineral water portfolio with the fourth brand, after the
rejuvenation of Bankia (in 2006) and Perla Covasnei (in 2009) and the creation of Azuga Apa de Izvor
completed at the beginning of 2010. For Bankia, the mineral water brand owned by The Coca-Cola Company
Bulgaria, BrandTailors was awarded at the 2008 edition of the prestigious international festival REBRAND 100
Global Awards.

BrandTailors team members contributing to the project were Andreea Florea and Beatrice Daniş – brand
strategy, Melania Nemeş – creative concept, package design, Janos Kurko – structural design, Anca Andronescu
and Cristina Ionescu – project management, Mihai Părpălea – image retouch and DTP.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and
effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and
changed the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand
strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding
process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and
looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline,
Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Tiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Magura, ROM, Silvana, Zuzu, Fulga, Raraul,
Laptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romania or Class Living and
created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by
stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers
that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in
2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding
consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively
on social networks.

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Phone: (+4)-031-620-84-84 www.brandtailors.com
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