Vaima is a bottled water brand from Rarotonga. Their existing labels were dark and dull and technically flawed. So they were in desperate need of an overhaul for them to try and compete with their main competitor – ‘Pump’ water. The problem facing Vaima was, even though pump is imported, it is a similar price and sometime cheaper than the locally produced Vaima due to greater economies of scale. While there was pretty good loyalty from the locals, the tourists who purchase the bulk of the bottled water were the main focus of our attention. So the bottle needed to stand out on the shelf and the supporting marketing material needed to clearly make the point that this is a Rarotongan product, and buying it supports local Rarotongans, not Coca-cola. So the new identity is vibrant and bright and sunny, it incorporates that amazing turquoise blue of the inner reef and the orange of the Pua Neinei flower, native to the mountains of Rarotonga.
The positioning of Vaima is very much about its function as a hydrator, not as a status symbol. In the heat of the islands, we need water to keep hydrated, to keep moving. So the supporting tag line was developed – “It keeps us moving”. It’s completely to the point and unpretentious and will always be used in conjunction with imagery of distinctly Cooks people in action as seen in the poster at right.