Project Overview
LIFEWTR is a new premium bottled water brand that fuses creativity and design to serve as a source of inspiration and hydration. It is a purified water, pH balanced with electrolytes added for taste. LIFEWTR bottles provide a beautiful canvas for art and design, featuring rotating label motifs created by emerging and developing artists, whose work serves as a spark of creativity and dose of inspiration.
Organisation
Project Brief
LIFEWTR believes inspiration is as essential to life as water, because it moves us forward by unleashing our creative potential. That’s why the brand is excited to partner with artists and turn every LIFEWTR bottle into a canvas for new art.
Every few months, it will be launching a new series of LIFEWTR bottles of premium water focused on a unique aspect in art — putting the spotlight on three new artists.
Series 1 featured three emerging artists in the public art space. Series 2 will focus on increasing the visibility of female artists from the US and the UK and will showcase their bold and vibrant work in the form of their bottle packaging.
Project Innovation/Need
Beverage giant PepsiCo has taken another step in encouraging the consumption of healthier beverages in the USA with the launch of LifeWTR. Not only is this bottled water pH balanced and purified with electrolytes, but is also premiumly packaged. It is available in two sizes i.e. 700ml and 1 litre. The 700ml bottle comes with a convenient flip cap.
Additionally, it is the changing design on the bottles' packaging that is the highlight of the brand. Rotating artists with vibrant designs representing them will be featured several times annually to support emerging artists, serve as an inspiration in the space of art and add to its own brand value.
Design Challenge
The main challenge was to innovate with the most crucial element i.e. packaging and to create bottled water that was unique and had the potential to stand out as compared to brands that were already established in the premium bottled water market.
Effectiveness
LifeWTR, since it's launch in February this year has received a positive response across the US and the brand's unique proposition has been key to this success across the core market.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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