Functional waters are the new wave. We helped the Queen of mineral waters launch a fresh line without losing its identity.

The functional water category is booming — but what happens when a brand built on tradition tries to ride a trend without losing what made it iconic in the first place?

We had the chance to answer that question hands-on, when we helped Korunní — the undisputed Queen of Czech mineral waters — launch a brand new functional water line.

The challenge was real: functional beverages live in a visual language dominated by bold claims, neon aesthetics, and energy-drink energy. Korunní's DNA is the opposite — it's rooted in naturalness, purity, and a century of trust. How do you enter a new space without betraying everything that got you there?

Our answer was to design can packaging that puts the functional ingredients front and center, while keeping the visual tone clean, honest, and unmistakably Korunní. The goal was to communicate healthy, unsweetened mineral water with functional benefits at first glance — and to clearly distance itself from the aesthetics of sweet energy drinks.

As part of this project, we also undertook a full portfolio redesign for the Korunní brand, ensuring the new functional line felt like a natural extension of the family rather than a foreign addition.

"Za podobou plechovek stojí agentura Heels Make Deals, která navrhla i redesign celého portfolia značky Korunní. Design plechovek klade důraz na funkční látky, které jsou jádrem produktů. Cílem bylo na první pohled komunikovat zdravou, neslazenou minerální vodu s funkčními benefity a jasně se vymezit od vizuality sladkých energetických nápojů."

— MediaGuru

The result is a line that feels fresh without feeling foreign — functional, but still Korunní.