New kids water identity? YESs!
Industry
Drinks
What we helped with
Brand Strategy, Brand Development, Visual Identity, Packaging Design, Advertising materials
The development of a new brand begins with understanding the target group as well as possible.
So we went straight to the most qualified experts – the children.
We organized several workshops for clients and for children aged 6–10, where we evaluated illustrations, characters, typefaces, and color palettes together, and found out what they enjoy and what resonates most. The children did a great job sorting out what is ‘cool’ and what is ‘meh’ in their eyes, and helped us clarify the direction we should take.
Children want fun, while parents want quality and trustworthiness. We created a brand that can deliver both. A short and good-sounding name is the foundation. For children, humor, playfulness, and fun animal characters are a magnet.
For parents, who make the purchasing decisions, the key part of the design is the benefits that confirm the product’s quality. The product must not feel artificial, overly sweet, or unhealthy.
A brand that literally says ‘YES’. Yes to fun, sports, music, movement, friendship, and comfort. Yes to anything positive we want to associate the brand with.
And to make it not only about the brand communicating to children, we gave them space to speak as well – the bottle label includes an empty ‘sticker’ where anyone can write whatever they want. They can sign it, write a message or dedication to someone, or simply share their feelings. The brand’s value in the eyes of young customers grows thanks to this personalization, the support of their individuality, and, above all, the ability to share.
The development of a new brand doesn’t end with the packaging. Naturally, we expanded the concept and design into additional communication channels – from the website to key visuals and contest communication proposals, to branding skateparks and other sports venues, as well as collaborations with YouTubers.
The animal characters also came to life on the website and in TV commercials through animation.
We involved the client in the brand development right from the beginning – in workshops, testing, and the design process. Thanks to this, we were able to head in the right direction from the very first sketches and create a strong concept without major changes later on. The result is a strong brand and satisfaction on both sides.
