Overview: As part of the Strategic Design Fellows curriculum in BMGT 458B (Design Applications in Marketing and Branding), my group and I were tasked with creating a water bottle brand "Clear". Using only the name of this brand, we had to create a full identity package for this new product. We had to be in a position to enter the marketplace for high end bottled water, competing against brands such as Fiji and Voss.
As the Art Director for my agency group, I developed the logo, color palette, and advertising materials. For this project, I also developed the brand promise and the concept of our brand donating to charity.
Though our creative efforts, we were able to win the class case competition for Clear bottled water.
For the logo I wanted to play with the idea of using negative space and transparency. Through this we were able to create a logo that made the shape of a water drop in a powerful but subtle way. The negative space making the water drop aligns with the name of the brand “clear” as it appears see-through. For the logotype, I emphasized the water droplet with bold outlines and a transparent center.
As for the color palette, I decided to be a bit non-traditional by using a green instead of a typical blue for bottled water packaging. Green appeals to our target audience as research states it symbolizes health and wealth. Green is easy on the eyes and creates balance and relaxation in the design. Green is also an indicator of new beginnings which will help transition us into our brand promise.
For the packaging, I was inspired by the natural flows of water and its simplistic elegance. I wanted to choose a bottle that was pleasantly unexpected, drawing inspiration from high-status wine packaging. Utilizing glass materials for our bottle is not only eco friendly but adds a touch of sophistication. Sleek design and thoughtful use of color draw the customer in and portray a high-end product. I also streamlined our packaging for selling packs of bottled water.
Here is a close up of the classic clear bottled water label. If you look closely at the logo, the water droplet is a cutout that allows you to see through the bottle- again emphasizing the “clear” aspect of our product and water “as it should be”. On the back of our bottles I wanted to portray our mission to make a difference. We are not just another bottled water company. We want to change the world one bottle at a time; with each bottle purchase donating 10% to the Global Water Foundation.
Another product we decided to offer is a pure sparkling water. I utilized the same recognizable bottle as our classic clear, but altered the colors. A black bottle label creates drama, elegance, formality and mystery, intriguing our high income customers. Again, the same concept was applied to our packs of sparkling water to complement our brand. With all the packaging, I really wanted to create a aesthetic to draw customers to our product, tempting them to make a purchase.
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For advertisement promotional material, I wanted to create graphics that evoked a sense of emotion and impact while still being sophisticated and inviting. I utilized billboards, bus stop posters, as well as magazine ads to deliver messages about our brand.
Project group members:
Izzy Vallefuoco, Lindsay Haimm, Dani Artola, Nicole Haskel, and Tram Vo
