Client: Post-Secondary
Scope: Branding, Digital Design, Packaging Design, Print Design, UI Design
Year: 2017
Project Brief
An assignment while attending my degree program, we were asked to take an existing brand (that had negative connotations) and completely redesign it to address and improve the brand as a whole. I chose Vitamin Water, a product marketed as a “health” drink but in reality, packs more sugar and just as many calories as its soda equivalent.
Not everything about Vitamin Water was negative. Their use of colour and brand voice was very effective at connecting to their key demographic. However, the design aesthetic (packaging, advertising, and UI) fell short, failing to support the core values of the brand: a sports drink that supports an active, healthy, and athletic lifestyle.
My new design preserved the important components of Vitamin Water while fixing those that were holding it back. New packaging, imagery, and advertising realigned Vitamin Water’s reputation with its overall purpose - that of a health drink.
Scope: Branding, Digital Design, Packaging Design, Print Design, UI Design
Year: 2017
Project Brief
An assignment while attending my degree program, we were asked to take an existing brand (that had negative connotations) and completely redesign it to address and improve the brand as a whole. I chose Vitamin Water, a product marketed as a “health” drink but in reality, packs more sugar and just as many calories as its soda equivalent.
Not everything about Vitamin Water was negative. Their use of colour and brand voice was very effective at connecting to their key demographic. However, the design aesthetic (packaging, advertising, and UI) fell short, failing to support the core values of the brand: a sports drink that supports an active, healthy, and athletic lifestyle.
My new design preserved the important components of Vitamin Water while fixing those that were holding it back. New packaging, imagery, and advertising realigned Vitamin Water’s reputation with its overall purpose - that of a health drink.
