The story behind the design
At a time when the bottled water category was saturated with choices, this water range targeted an untapped market: belief in 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 initial launch consisted of three designs — Love, Wellbeing and Strength. As the product range grew, additional words and affirmations would be released.
The water label design
The label designs avoided stereotypical alternative lifestyle or yogic imagery (and accompanying negative perceptions) opting for a bold, contemporary, graphic design.
Repetition of symbols and vibrant colours visually parallel the affirmations on each bottle that consumers are to recite.
At launch, an interim website design was created to explain the water range’s proposition, field media enquiries and source stockists.
> Three wrap-around labels
> Launch website design
> Misc. business support items (e.g. packaging carton, stationery).
Silver Award — Creativity Annual Awards.
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