Haage Joogid approached the Centre for Semiotic Applications with a serious issue: their sales partner came to the market with a product whose design was very similar to that of Haage Vesi water. The Centre performed a multimodal product analysis, comparing different branding elements (visual modality: shape of the bottles, the design of the labels, and the use of color; verbal brand design: product description and the general concept surrounding it). The analysis showed that the similarity between the products was not accidental. In this way, we helped the client avoid a lawsuit and get out of a harmful partnership agreement.

The analysis report also examined the positioning of these water brands in the broader context of premium-class waters, both geographically and temporally. In addition, the Centre for Semiotic Applications investigated what meanings mineral water communicates in our cultural context and how this affects the identity of the respective products in the current market situation. The purpose of such additional research is to support the Client in further developing their brand and positioning in the market through a deeper understanding of their identity.