“The impetus for the overall redesign of our logo was the need for modernization and adaptation to current trends. The previous design no longer reflected the dynamism and innovative direction of our brand,” Karolína Šimonová, manager of the Magnesia brand, explains the reasons for the change.
“First and foremost, the new logo symbolizes the lion’s strength of natural magnesium. We believe that modern design confirms the premiumness of our brand, thanks to its minimalism, use of metallic colors and overall design, among other things. We have also decided to differentiate more clearly according to the degree of effervescence,” he adds.
The new visual identity of the Magnesia brand, created by the international agency FutureBrand, aims to strengthen the image of the brand as an icon by creating refined visual elements and a distinctive symbol that perfectly captures its essence.
“Moving away from the coat of arms evoking aristocratic heritage to the impressive icon of the lion allowed us to better leverage the power of the brand. In the redesign process, we gave priority to the basic characteristics of the brand, especially the strength associated with magnesium,” explains the main inspiration for the creation Fabrizio Severino, design director of Milan’s FutureBrand, adding:
“While the two lion emblem was a significant legacy, we felt the need to evolve it into a more modern icon. To maintain the brand’s association with the main symbol, we elegantly incorporated the capital M into the lion’s mane, providing a subtle yet distinctive connection,” Severino explains.
The Magnesia brand is part of Mattoni 1873, the largest distributor of soft drinks in Central Europe. Its roots go back to 1873 and to Karlovy Vary native Heinrich Mattoni.
It is produced in Munich, Karlovy Vary, where 139 million bottles were delivered to the Czech market last year.
