The regional instant vitamin drink market is specific by its well-balanced competition of established brands, but also the unsteady customer behavior and low brand loyalty, especially in the HoReCa sector. In this market for a new product to succeed, it must take an unusual approach and build its own brand equity by distinctively connecting with the consumer. The brand name “Mar” is evocative and creates immediate associations with the sea, freshness and summer. …This association is strengthened by a series of icons that resemble summer days spent at the beach. A bold and trendy color scheme gives the product an unconventional look and sets it apart from the competition. The graphic standards manual shows how to apply the brand identity to various promotionals materials.