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KULCH's Packaging Is Airy, Technological, And Alive

by Chloe Gordon on 03/02/2022 | 2 Minute Read

Inspired by the water product's simplicity, KLUCH's packaging, designed by ENDY, is wholesomely simple. The white box was thoughtfully chosen to continue representing the product's purity. The airy design is simple but practical, entirely in line with the water within.


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The KLUCH water brand is a fundamentally new approach to drinking water. Its features and technological uniqueness are performed in the packaging design.

KLUCH means "spring". The word is rarely used in Russian. It transmits the origin, authenticity and purity of the product. At the same time, the novel minimalistic approach makes it sound modern and technologically advanced.

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The water is obtained from an artesian well on a modern farm in the south of Russia, the Krasnodar region. Purity and novelty are brand values that are reflected in every detail. A drop is the central element of the corporate style and it immediately catches attention. The drop looks airy, technological, and alive. You want to drink it. It is clear what is inside and its transparency emphasizes the natural purity of the product. Unlike competitors we don’t hide water in plastic. KLUCH has proudly depicted it on the front side and made it seen and felt.

The second drop is placed on the opposite side. It reminds of a rare precious stone and encourages you to examine and buy it. The tip of the "crystal" resembles the top of a mountain glacier. It highlights the origin of the water - the mountain area of the Krasnodar Region.

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Minimalistic packaging design also reveals core values.What color is most commonly associated with purity? White. It has become the main color in the corporate style. It also enhances the effect of novelty and declares that KLUCH meets modern life trends.

Technical information resembles scientific records and tables which refer to mineral- enriched water chemistry.

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Pure-Pak packaging immediately places the brand on the market. It is 100% recyclable and meets modern ecological requirements. The brand shares the values of its consumers who are concerned about nature protection.

The philosophy of the KLUCH brand is that water should be a reflection of you and your lifestyle, not just a thirst quencher. This is a new approach to drinking water.

Editorial photograph
Editorial photograph
Editorial photograph

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