Bran: Dyurso

Agency: Svoe Mnenie branding agency

Creative direction: Andrey Kugaevskih

Art direction: Aleksandra Abramova

Designer: Aleksandra Abramova

Dyurso is a new brand of drinking water from the Abrau-Dyurso wine house. This soft water enriched with useful microelements is extracted in the foothills of the North Caucasus, in close vicinity to the mountain lake Abrau. According to the legend, this lake originates from 4 sources, which the village of Abrau-Dyurso once was named after (“Dyurso” is a Turkic word meaning “4 sources”).

Initially the brand was launched under the name 4 waters and was intended exclusively for the hotel and restaurant complex "Abrau-Dyurso". Recently the company decided to supply the product to the large retail chains, that’s why it was decided to rebrand it. Deep grocery shelves and poor store lighting significantly distorted transparent bottle labels, and the name 4 waters did not in any way reflect the brand's connection with the famous winery.

The new design of the product is the result of the work of our agency. Let’s see what we have done.

The rebranding allowed to highlight the origin of the brand and the premium quality of its products. The name Dyurso not only corresponds with the legend of 4 sources, but also evokes direct association with the house of Abrau-Dyurso. We strengthened the connection with it even more using the winery’s logo and the year of its foundation in the design. The labels are made in the form of a drop, inside of which we pictured the coastal landscape of Abrau-Dyurso.

Beside that we have designed a authentic logo for the brand: a neat white wave in the lettering of the name has become another bright symbolic detail of the new design.

We are sure that the rebranding will allow the Durso brand to gain a foothold in the premium drinking water category and easily find its customer.