Saatchi & Saatchi Romania launched Armonia water brand

Branding, Business, Creativity

Saatchi & Saatchi Romania launched the Armonia water brand, the first water brand in Romania targeting consumers actively interested in regaining their physical and spiritual balance.

On a busy bottled water market, dominated by big players, the agency created from scratch a water brand inspired by Brasov’s energy, Armonia house.

Following a consumers’ segmentation and after identifying the opportunities associated to different consumption habits, Saatchi & Saatchi Romania made the product and brand strategy, that was afterwards declined at naming, brand identity and packaging design level.

When all the others give you “energy”, “vitality” or product’ attributes, the new water encourages a relaxed lifestyle, with focus on balance and inner peace.


The agency developed fully the communication plan in the launch phase, with a launch in stages from regional to national, both in modern Trade and HORECA, but also in the traditional trade

Saatchi & Saatchi believes a lot in the power of the local brands. Armonia is a project close to our soul, in which we invested a lot of energy and passion, together with the client team. We had the opportunity to build a new Romanian brand, from scratch, and that kept us motivated during the project. It was our ambition to create a coherent brand, on scientific basis, and the client trusted us every time, from setting up the strategy to the development of brand’s identity, packaging and launch strategy. We trust that Armonia has the vision and consistency to become one of the most successful local water brands

Radu Luca,

Managing Director Saatchi & Saatchi România

Starting January 2015, Saatchi & Saatchi is part of Publicis Group in Romania and develops communication and marketing for some of the most important economic sectors in Romania, like CSD, Retail, FMCG, medical services or agriculture.

The teams working on the project included

  • Saatchi & Saatchi Romania: Radu Luca – Managing Director, Bogdan Borascu – Senior Strategic Planner, Bogdan Gheorghiu – Creative Director, Ion Ludosanu – Art Director, Catalin Stanciu – Senior Copywriter, Dana Marinescu – Client Service Director, Mara Grigorescu – Senior Account Manager, Liana Negrea – Account Executive
  • Armonia: Dorin Crizbasan – General Manager Doripesco, Ruxandra Coc – Development Director, Alina Marina – Marketing Coordinator, Camelia Craciun – Economic Director, Carmen Chichisan – Jurist, Taus Mihai – Technical Director and Tatiana Jantea – Asistent Manager