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United Kingdom

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From our brewery in the heart of Windsor, we’ve been bringing brands to life for over three decades.
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Netherlands

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Overlooking a charming canal (where doesn't in downtown Amsterdam?), our offices are a mere stone’s throw from the iconic Rijksmuseum.
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United States

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With our talent spread from East to West coasts, 1HQ United States is home to some of brightest strategic and creative minds in North America.
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Singapore

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Close to the action and the water of Marina Bay, our office is based in the very heart of this culturally diverse and vibrant city-state.

What was the challenge?

We were tasked with building a luxury water brand from scratch. A tough ask, but we were lucky to be working with a product blessed with a natural advantage.

Avaton water is sourced from fertile land in the mountain region of northern Greece. It originates on Mount Athos, an untouched area with deep historical and religious significance in the region for more than 1,200 years.

On a practical note, initial availability of Avaton would be limited to select hospitality venues in Greece, the UK, the UAE and Russia, so the brand design needed to work seamlessly across international borders.

What was our thinking?

Before we could let the design team loose with a blank sheet of paper, we carried out research and consumer testing (both qualitative and quantitative).

This gave us a good understanding of the market landscape and how to tap into the luxury water market successfully.

From there, bottle designs needed to be refined and the product was ready to go into production.

What did we do?

The client wanted to introduce the brand to an internal audience first, explaining the story and the special nature of the product to instil a sense of pride within all those who touched the brand.

The first asset needed was a creative principles deck that encapsulated the journey so far and explained Avaton’s unique positioning. Our deck brings to life the importance of the product to the local area and highlights the connection between Avaton and the monks living on Mount Athos.

The breath-taking photography, the work of three highly-reputed local photographers, captures the grandeur and mystique generated by the mountains. This visual feast is complemented by the use of layered design which compounds the sense of sophistication.

AVATON means “inaccessible and sacred place”, alluding to the untouched purity of the product’s origins and adding further value to the proposition. To celebrate this distinctive heritage, carefully-chosen Greek words adorn the document throughout.

What did we achieve?

The initial asset, at the vanguard of our launch campaign, was nothing less than a work of art. It perfectly captured the heritage of the brand and reflected the luxury positioning of AVATON.

Delighted with the result, the client extended the audience of the creative principles deck to include selected trade partners and consumers across all four targeted markets. The positive way in which it has been received has given the client overwhelming confidence in the brand’s potential.

What did our client think?

“They say great things in business are always a result of a great team of people. 1HQ Netherlands became part of our team in this project and complemented us in many ways. With their experience and diverse team, they provided structure for us, strategic thinking, creativity and helped us narrow down each aspect of this project so that we find the right answers.”
Angelos Diatsintos
General Manager, Avaton

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