Vitamin Water Experiment

Not your typical experiment, but none-the-less created to explore Photoshop's brushes this started to roll. It started simple enough as a quick and dirty visual for a marketing student. The tagline and main elements of the initial idea have faded, but this became another place to really use design elements to create a new look for the already dominate Vitamin Water brand.

The current look is a first for sports waters and has been very successful for them, but someday that will become stale and need an update. I created a new monogram that retains the powerful sans-serif character, but flows into a more dynamic and energetic final stroke. By implying movement within the monogram and using a italic tagline, this could bring a new energy to the style that the already famous graphical treatment is lacking.

Currently the brand is doing very well for itself, but there are many people who have yet to try Vitamin Water. The print pieces are implying a feeling that coincides with each flavor and dares them to put their curiosity into action. While appealing to new drinkers it will reinforce current customers appeal.

Today many companies have to be strong and dynamic to keep consumer loyalty while trying to gain new customers. When verticals become over saturated these companies have to switch focus from inventing a market to poaching from competitors. In many cases this involves a brand repositioning to appeal to changing consumer values. Someday this will happen to Vitamin Water. I can't wait to see what they come up with.