The Coca-Cola Company has more than 20 water brands across Latin America – from source waters in the Brazilian forest, to purified water in Colombia.
Office was asked to create a single, proprietary visual identity system that would work across all Latin American water brand names – and engage young adults with an active, optimistic, authentic spirit.
The system needed to stand out from the competition by avoiding category clichés, and needed to be flexible enough to work across different product propositions, in different formats, from packaging, to point-of-sale marketing, to outdoor advertising.
The strategy was to evolve several brands, including Ciel, Brisa, Crystal, and San Luis to a single visual identity system while keeping the original name for each individual brand. Office created a bold, simple, unique "double drop" shape to become the core brand identifier and contain all communications. Elevated, yet approachable lifestyle photography emotionally connects with young adults, adds perceived value to the products, and is unexpected in the water category.
The rollout exceeded expectations, contributing to increased brand awareness and sales.
Office was asked to create a single, proprietary visual identity system that would work across all Latin American water brand names – and engage young adults with an active, optimistic, authentic spirit.
The system needed to stand out from the competition by avoiding category clichés, and needed to be flexible enough to work across different product propositions, in different formats, from packaging, to point-of-sale marketing, to outdoor advertising.
The strategy was to evolve several brands, including Ciel, Brisa, Crystal, and San Luis to a single visual identity system while keeping the original name for each individual brand. Office created a bold, simple, unique "double drop" shape to become the core brand identifier and contain all communications. Elevated, yet approachable lifestyle photography emotionally connects with young adults, adds perceived value to the products, and is unexpected in the water category.
The rollout exceeded expectations, contributing to increased brand awareness and sales.