Clear

As it should be.

 Challenge: Create a bottled water brand named “Clear”. Using only the name of this brand, we had to create a full identity package for this new product. Clear had to be in a position to enter the marketplace for high end bottled water, competing against brands such as Fiji and Voss.

 
 

Team members: Nicole Haskel, Isabella Vallefuoco, Tram Vo, Kayla Wolff, Lindsay Haimm, and Dani Artola

My Role: Created logo, packaging, advertisements and brand promise.

  • 01. Situational Analysis

    • Upper middle class, 25+

    • Premium water bottle consumption is growing, and people are willing to pay more money, when it comes collaborating with a cause

    • Must differentiate from other products in the market

  • 02. Research

    • 90% of bottled water consumers would switch to a brand supporting a good cause

    • 66% would pay extra for companies committed to a positive social and environmental impact

    • UNICEF: 1 in 3 people globally do not have access to clean drinking water

  • 03. Strategy

    • Every human being should be entitled to clear water, but not everyone is given this choice

    • Help the global crisis by making our brand cause driven

    • With every purchase we donate 10 percent to the global water foundation

    • Slogan: As it should be

  • 04. Media Strategy

    • Utilize graphics that evoke a sense of emotion and impact while still being sophisticated and inviting

    • Billboards, bus stop posters, and magazine ads

Awarded first place in a class competition against five other agencies!

Design Process

 

 For the logo I wanted to play with the idea of using negative space and transparency. Through this we were able to create a logo that made the shape of a water drop in a powerful but subtle way. The negative space making the water drop aligns with the name of the brand “clear” as it appears see-through. For the logotype, I emphasized the water droplet with bold outlines and a transparent center.

As for the color palette, I decided to be a bit non-traditional by using a green instead of a typical blue for bottled water packaging. Green appeals to our target audience as research states it symbolizes health and wealth. Green is easy on the eyes and creates balance and relaxation in the design. Green is also an indicator of new beginnings which will help transition us into our brand promise.

For the packaging, I was inspired by the natural flows of water and its simplistic elegance. I wanted to choose a bottle that was pleasantly unexpected, drawing inspiration from high-status wine packaging. Utilizing glass materials for our bottle is not only eco friendly but adds a touch of sophistication. Sleek design and thoughtful use of color draw the customer in and portray a high-end product. I also streamlined our packaging for selling packs of bottled water.