The initial launch consisted of three designs — Love, Wellbeing and Strength. As the product range grew, additional affirming words would be released.
Behind the concept
At a time when the bottled water category was saturated with choices, this water range targeted an untapped market: the metaphysical.
While drinking, the purchaser was asked to recite positive affirmations from the label. The product’s intent was more than hydration; it was transformative.
The label designs avoided stereotypical alternative/yogic imagery (and accompanying negative perceptions) opting for a bold, contemporary, graphic solution. Repetition of symbols and vibrant colour visually echo the recitations of affirmations.
Wrap-around label artwork
At launch, an interim website design was created to explain the water range’s proposition, field media enquiries and source stockists.
Silver Award — Creativity Annual Awards.
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