Água da Namaacha, the natural mineral water brand of SAM — Sociedade de Águas de Moçambique — unveiled a new visual identity on Monday, 2 November, centred on the Libombos Mountains where the water originates. The redesigned label is being rolled out gradually across retail outlets, accompanied by the campaign ‘Namaacha changed without changing anything’.

According to a statement issued to Diário Económico, the rebranding aims to make the product’s connection to its source in Maputo Province more visible. Blue and green dominate the new labels, which retain the designation ‘Natural Mineral Water’ and a reference to 1952, the year the brand was established.

The company states that the change is limited to its visual presentation, with the water, its origin, and quality standards remaining unchanged.

“We did not change to look like something else. We changed to better show what Água da Namaacha has always been. The water is the same, the origin is the same, and the care is the same. What changes is the way we tell this story: clearer, more authentic, and closer to the nature that gives it life,” said Luzia Pinto, Marketing Director at SAM.

An identity rooted in origin

According to the company, the water is drawn from underground sources in the Libombos Mountains, on a property of approximately 550 hectares that is protected from agriculture and other human activities. The extraction points are regularly monitored and the water is transported to the bottling facility through a closed pipeline system.

“It is this connection to the source and the surrounding nature that the new visual identity seeks to make more evident to consumers,” the statement reads.

SAM explains that its internal quality controls cover monitoring of the water extraction points, physical-chemical and microbiological analyses, and verification of packaging materials. Operations also include the in-house production of preforms and caps, as well as equipment maintenance and automation.

With the rebrand, the company aims to align the brand’s presentation more closely with the natural characteristics it attributes to the product, placing greater emphasis on its origin.

The longstanding tagline ‘Faz tão bem’ (‘Does so much good’) is retained and will now be accompanied by the motto ‘What nature does, does so much good.’ SAM says the message links the water and wellbeing to the care applied throughout the process, from extraction to the end consumer.

The campaign also includes an acknowledgement of customers for their role in the Namaacha story and the relationship of trust built with the brand over the decades.

During the transition period, packaging carrying both the old and new labels may appear simultaneously on shelves. The company summarises the product’s continuity with the message: ‘New label, the same quality.’

Source: Diário Económico
Original article: https://www.diarioeconomico.co.mz/?p=557207