The Story

HOW DO WE REINFORCE THAT ALL WATER IS NOT THE SAME?

The Challenge

In 2006, the halo of bottled water was fading out. The market was flooded with so many options and store brands were on the rise, forcing the category into commodity status. The DASANI team had created a new positioning to differentiate the brand, and they came to us to translate that new strategy to a design framework that would separate them from the pack.


The Solution

BRING THE ‘LANGUAGE OF WATER’ TO LIFE. As a first step, we deconstructed the current packaging and design elements and conducted research to find out what consumers felt were the key brand equities. Armed with this knowledge and the new brand strategy, we explored graphics, bottle shape and label substrate to find the ideal combination that more strongly demonstrated DASANI’s advantages. The winning design reflected taste appeal and premium cues, and 10 years on, the brand looks as refreshing as when it was first created.

Deliverables

  • Brand Identity
  • Design Language
  • Primary & Secondary Packaging
  • Promotional Packaging
  • Line Extensions
  • Sub-Brand Development
  • Image Library
  • Retail Display & Activation