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Wildewater is a fictional craft sparkling water that captures the essence of BC’s natural landscapes. It celebrates the community feeling created when people forage together for ingredients that make a beverage truly Wilde.
The brief was to create a logo and packaging for a craft sparkling water brand that uses only indigenous sustainable West Coast ingredients and spring water. It was a challenge to balance the gritty nature of foraging and hand-crafted culture with the fresh purity of sparkling water while staying on strategy and appealing to modern aesthetics.
The target market is young adults, ages 22–35, who are passionate about healthy and hand-crafted trends. They are interested in locally sourced products and frequent community cultural events and artisanal markets.
The strategy was to make the brand more approachable by reflecting the brand’s community-oriented, locally-sourced, and hand-crafted culture. The art direction draws inspiration from woodblock printing and warm, earthy colour schemes to support this approach. This sets Wildewater apart from the brightly coloured, commercially-minded styles of its competitors.
Sparkling water competitors include San Pellegrino, Perrier, and La Croix. San Pellegrino and Perrier take a classic approach to their packaging with minimal banner-like logos that reflect their respective cultural and historical heritages. La Croix, on the other hand, uses colourful and bold graphic patterning on its packaging.
During the concept development process, I pursued a direction that portrayed different community characters on the packaging. This focused on the community and brought out its playful side with illustration. The packaging focused on the use of colour to meld two different flavour profiles. However, the blocks of colour were overwhelming and took away from the purity of the water. And so, I switched design directions.
The current design focuses on the unique flavour profiles with typography. This new direction uses custom typography and white space to differentiate the brand from competitors. Illustration is a secondary element to represent the different flavour profiles. This direction also reduces the impact of colour, using hits of colour rather than blocks. The brand’s community aspect is expressed in the back panel’s messaging while the front is kept clean.
This is a school project so there are no real client results. However, the design has been well-received by people in the target market and other designers.