recently entered a competition through Deviantart for the branding of a new type of bottled water called 'art water'. the company had a super cool car designer to design their bottle, and they want to have an artistic label across it...hence 'art water' i guess...
I thought about this design for a long time, it’s a really interesting brief and had me stumped at first. But after a lot of thought processing and even getting my boyfriend involved to bounce ideas off, I came up with the idea I wanted.
This was my process;
Art – meaning the company want a bright, artistic, identifiable label that stood out from the other bottles. This meant avoiding too much white.
Water – not just any water; drinking water. Drinking water is fresh, refreshing, and simplistic.
Bottle – The company are quite specific in their desire for the unique bottle shape to be a big selling feature when it comes to their advertising.
At first I wanted to do a picture of a sexy woman, like I usually do. Maybe a mermaid, or goddess of some sort. But sexy figures are curvy, and the bottle is clearly a long straight design, so the two wouldn’t go.
The shape reminded me of pillars and columns, and so I thought about perhaps an ancient civilization. But that, along with images such as mermaids connotes sea water, and sunken ancient ruins like Atlantis. No one wants to be buying sea water to drink…they want fresh, clean water from the mountains…
Which lead me to think about Vancouver, a city I am in love with and am moving to very soon. Vancouver is famous for its mountains and its consistently heavy rainfall. Rain from the mountains is fresh and brisk, and reminds you of glaciers and purity. A city skyline with its straight edges and long, tall structures would compliment the shape of the bottle, an important marketing point.
So here we have the Vancouver skyline, set against pure mountains, being beaten with its regular downpour of fresh rain. Just the thought of it is making me thirsty!
The bottom is white on my design, but on the bottle I would want it clear, so you can see the water through it, as Vancouver is on the water’s edge/surrounded by sea.
In keeping with the simplicity of water as a substance, the font I chose for the art water type is in lower case, the same size, rounded and flowing. Capital letters can be somewhat sharper than lower case, and I wanted to give the sense of relaxation and subtlety.
So there you have it.
Hope they like it at art water…