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VITAMINWATER

GLACEAU

grab life by the bottle


Brynja Phipps

TABLE OF CONTENTS

Product History.............3
Redesign Plan..............4
Style Guide...................5
Logo|Before................7
Logo|After...................8
Label Design...............10
Product Imaging........11
Magazine Ad.............12

PRODUCT HISTORY
13

HISTORY

TARGET GROUP

Vitamin water was developed in


1998. Vitamin Water is a part of Energy
Brands which also produces products
such as Smart Water and Fruit Water.
Vitamin Water is now part of the
Coca-Cola brand as an independent
subsidiary. Coca-cola made the
purchase in 2007. Vitamin Water is
largely recognized due to their bright
color palette that they work with.

Male and females, of all ages who


are sports drink consumers. Those
looking for a beverage with added
nutrient value.

Since 2002, Vitamin Water has been


the top selling product of Energy
Brands. In 2008 global expansion
began, taking the product first
to England and other European
countries, then eventually making its
way to South America.

THE GOAL

Vitamin Water; Its a coke product,


so it should have a good label right?
Wrong. It looks like any run of the mill
generic brand that you find in your
local grocery stores. I think what
makes Vitamin Water look like this is
the stark contrast of one color and the
color white. To make Vitamin Water fit
in with other Energy Brand products,
the bottle will have a new shape.

If you were to look at the evolution of


the Gatorade label, you can really
tell their current design is well thought
out by being eye catching and sleek.
I want this coke product, Vitamin
Water, to stand apart and feel like it
has an edge in the sports drink world.
This drink shouldnt be sitting on the
bench, it should be out playing on
the field.

Along with color and noticeability,


have you tried reading a Vitamin
Water label? There is so much small
font everywhere on the bottle you
dont know where to look. Theyve
even gone away from the funny
stories they used to put on the label.
Now there is just one sad, little, bolded
phrase that tries to be eye catching,
and fails.

REDESIGN PLAN

THE PLAN

FONT

COLOR

For the Vitamin Water redesign, all


type, title and body copy, will be in
Century Gothic font. This font was
chosen because of its versatility in
weights and size.

Vitamin Water has a large color


palette. For the redesign this needed
to be narrowed down. This selection
was based on some of the waters that
have a contrasting color element.
This helps the product to stand out
better versus many of the current line
that blend in with a monochromatic
color scheme.

STYLE GUIDE

BODY COPY
Size 12pt
century gothic
CENTURY GOTHIC

15

TITLE
Size 48pt

CENTURY GOTHIC
CENTURY GOTHIC

VITAMIN BLUE
RGB: 0, 81, 146
HEX: #005192
CMYK: 100, 75, 14, 2
PANTONE: 7686 C

VITAMIN ORANGE
RGB: 247, 144, 44
HEX: #F7902C
CMYK: 0, 52, 93, 0
PANTONE: 715 C

VITAMIN GREEN
RGB: 148, 184, 49
HEX: #94B831
CMYK: 48, 10, 100, 0
PANTONE: 376 C

VITAMIN PINK
RGB: 229, 66, 110
HEX: #E5426E
CMYK: 4, 89, 38, 0
PANTONE: 1915 C

VITAMIN TEAL
RGB: 25, 183, 144
HEX: #19B790
CMYK: 75, 0, 58, 0
PANTONE: 339 C

VITAMIN YELLOW
RGB: 255, 243, 77
HEX: #FFF34D
CMYK: 3, 0, 79, 0
PANTONE: 101 C

17

LOGO | BEFORE

GLACEAU

VITAMINWATER

GLACEAU
GLACEAU

VITAMINWATER

GLACEAU

VITAMINWATER

LOGO | AFTER

VITAMINWATER

GLACEAU

VITAMINWATER
drive. blood orange & mixed berry.

Contains less than 1% juice


Serving Size: 8fl oz (240 mL)
Servings Per Container: 2.5
Amount Per Serving
Calories 50
% Daily Values+

grab life by the bottle

Total Fat 0g
Sodium 0mg

%
%

Total Carbohydrate 13g

4%

Sugar 13g
Protein 0g
per serving

per bottle

Vitamin C
Vitamin F

20%
20%

50%
50%

Vitamin B3
Viatmin B6

20%
20%

50%
50%

Folic Acid
Vitamin B12

20%
20%

50%
50%

Vitamin B5
Caffiene

20%
30%

50%
75%

+Percent Daily Values are based on a 2,000 calorie diet

nutrient enhanced water beverage

19

20 fl oz

591 mL

03

52000

56475

Contains caffiene and yerba mate

GLACEAU

VITAMINWATER

Contains less than 1% juice


Serving Size: 8fl oz (240 mL)
Servings Per Container: 2.5

connect. black cherry & lime.

Amount Per Serving


Calories 50
% Daily Values+
Total Fat 0g

grab life by the bottle

Sodium 0mg
0
Total Carbohydrate 13g

%
4%

Sugar 13g
Protein 0g
per bottle

20%

50%

Vitamin F
Vitamin B3
Viatmin B6
Folic Acid
Vitamin B12
Vitamin B5
Caffiene

20%
20%
20%
20%
20%
20%
30%

50%
50%
50%
50%
50%
50%
75%

+Percent Daily Values are based on a 2,000 calorie diet

nutrient enhanced water beverage

20 fl oz

591 mL

52000

03

Contains caffiene and yerba mate

56475

GLACEAU

VITAMINWATER
multi-v. citrus.

Contains less than 1% juice


Serving Size: 8fl oz (240 mL)
Servings Per Container: 2.5
Amount Per Serving
Calories 50
% Daily Values+

grab life by the bottle

Total Fat 0g
Sodium 0mg
0
Total Carbohydrate 13g

%
%
4%

Sugar 13g
Protein 0g
per serving

per bottle

Vitamin C
Vitamin F
Vitamin B3
Viatmin B6
Folic Acid
Vitamin B12

20%
20%
20%
20%
20%
20%

50%
50%
50%
50%
50%
50%

Vitamin B5
Caffiene

20%
30%

50%
75%

+Percent Daily Values are based on a 2,000 calorie diet

nutrient enhanced water beverage

20 fl oz

591 mL

03

52000

56475

Contains caffiene and yerba mate

LABEL DESIGN

per serving

Vitamin C

10

111

PRODUCT IMAGING

GLACEAU

VITAMINWATER

visit vitaminwater.com and you can try one for free

MAGAZINE AD

grab life by the bottle

12

photography&design

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