THE CHALLENGE
What problems are we solving with this branding project?
BEYUS is a dermato-cosmetic brand that is built around a superior quality thermal water spray, a product that is extracted from the natural thermal reservoirs of the Codru-Moma Mountains in Beiuș, Romania, from a depth of over 2500 meters. The innovative technological process ensures that the water is extracted without any contact with the environment, resulting in a pure, neutral pH, 100% natural product that is rich in essential minerals and oligo-elements for skin health. The product is hypoallergenic, without parabens, synthetic chemicals, dyes, or fragrances, and is designed to soothe, protect, and revitalize sensitive skin.
BEYUS is a brand that caters to consumers who want clean, effective, and scientifically-proven products. Its target audience is diverse in age, culture, and nationality, but shares the desire to use quality and effective products.
Clinical studies have shown that BEYUS thermal water has beneficial effects on the skin from the first application, such as calming, moisturizing, and reducing the activity of acne-causing bacteria.
In the international market, there are many strong brands in the thermal water industry, with a rich history and extensive coverage. Despite Romania owning over half of Europe’s thermal waters, the country has not managed to establish itself as a leader in this field, unlike France, for example.
BEYUS is an authentic 100% Romanian brand that emphasizes the purity of the water, technology, and the utilization of local resources. It requires a unique visual identity that inspires confidence and illustrates the water’s qualities.
THE SOLUTION
What is the best approach for the brand?
Purity, technology, simplicity, elegance.
Centuries before the birth of the brand, the thermal water from the Codru Moma mountains followed its cycle through the geological layers of the Triassic aquifer, enriching itself with minerals and other natural elements. Brought to the surface from the depths of Transylvania (from over 2500m), the water was tested and approved by a competent and recognized research group.
It is the first and only thermal water (as of 2021) on the European market (most likely in the world) that uses the Bag-On-Valve (BOV) technology.
This technology preserves the water’s properties intact, the only moment when the water comes into contact with the environment is when it is sprayed. Otherwise, from extraction to bottling, the water remains in its purest and most natural state.
Taking all this into account, the BEYUS brand was born, encompassing the entire story of thermal water: purity, technology, simplicity, and elegance.
THE LOGO
The symbolism behind the logo.
The logo is composed of a play of letters based on the name of the locality from which the water is extracted – Beiuș – and a symbol of the Codru Moma Mountains (the three golden curves).
The font used in the logo is Futura Book; with slim, airy and harmonious letters.
The letter “Y” is positioned in the center, symbolizing balance and the source of water.
