Branding for FunctionAll by Radenska

Brand strategy, naming, packaging design, and 360° campaign for Radenska’s functional water range

FunctionAll is the new functional natural mineral water from Radenska with addition of natural plant extracts and vitamins to support various body and mind functions.

It is available in three different flavors, with three main functions:

Focus,

Immunity

and Antistress.

Sonda is the author of the complete branding: from positioning, through brand name and packaging, to the advertising campaign.

In order for FunctionALL by Radenska water to successfully emerge from the source in Radenci, we developed a comprehensive strategy that focuses on clear and direct communication of functional ingredients and benefits, with an emphasis on naturalness.

The name FunctionALL was created by combining the words FUNCTION and ALL, so considering the brand name of the water and its purpose, the slogan: “And everything functions better” was logically conceived.

The packaging design primarily communicates the product´s benefits (Focus, Immunity and Antistress) and the strength of the ingredients that grant them (vitamins, minerals, and extracts from nature), while the aesthetics used is common for products intended for a healthy life.

In support of the brand, a 360-degree communication campaign was developed in which the product was purposefully positioned in the foreground.

Since the campaign was adapted for two markets, Slovenian and Croatian, Ski jumpers were selected for digital activation in Slovenia: Nika Križnar, Anže Lanišek, Timi Zajc and Ema Klinec, while in Croatia the ambassador is ski olimpic winner and the passionate sailor, Ivica Kostelić.