For Mg Mivela, one of Serbia’s leading players in the mineral water market, we carried out a complete redesign of the bottle and label for Mg Mivela natural mineral water with natural magnesium. The goal was to support the brand in a bold premium repositioning at the international level. The project focused on the 1500 ml format (available in carbonated and slightly carbonated versions), with consistent adaptations for the 1000 ml and 500 ml sizes.
The brief was clear: to highlight the product’s functional uniqueness—a water naturally rich in magnesium, with proven benefits for energy, focus, and relaxation—through a structural and visual system capable of conveying a more contemporary, distinctive, and international language, while retaining the familiarity and trust the brand had already built with its audience.
We developed a structural design that is both essential and iconic, expressing quality, ergonomics, and modernity. The new bottle architecture emphasizes verticality, enhancing shelf presence and offering larger surfaces for brand communication. From the outset, the project was conceived to be easily scalable across all formats, ensuring consistency and strong visual impact in every version.
Visually, the new label stands out for its clean, geometric, and orderly layout. The dominant use of white conveys purity and freshness, while the strategic use of color and silver accents contributes to a more premium and sophisticated look & feel. The brand’s historic color palette has been preserved and enhanced, striking a balance between continuity and renewal that strengthens brand equity and ensures strong shelf recognition.
The result is a design that blends functionality, elegance, and identity—clearly and distinctively communicating the added value of Mg Mivela natural mineral water with natural magnesium. A project that transforms a water with extraordinary properties into a desirable, internationally-minded, and highly recognizable product.
