Creative Agency: BrandMe
Project Type: Produced, Commercial Work
Client: Lucozade Sport FitWater
Location: London
Packaging Contents: Water
Packaging Substrate / Materials: PET

BrandMe has created a design solution for the newly launched ‘FitWater’ which breaks category codes for Lucozade Sport. Establishing a new sub category for water-based drinks, FitWater is a revolutionary arrival within the sports drinks market as it contains the essential electrolytes that are lost during everyday fitness activities. Recognising the evolving needs of today’s sports people, BrandMe’s design highlights and embraces the need for a hydrating, natural, rejuvenating drink for everyday fitness enthusiasts.

BrandMe’s main challenge was the current barriers of sugar and artificiality within the sports and nutritional drinks market, as Dr. Ieva Alaunyte, Senior Nutrition Scientist at Lucozade Ribena Suntory, supports: “Sport and exercise nowadays are about progression, and being a better version of you. Staying hydrated and replacing what you lose in sweat during exercise is essential for this progression and we sometimes don’t need the added carbohydrates found in sports drinks”.

In creating a uniquely effective pack design for FitWater, BrandMe retained the equitable vertical logo found across the Lucozade range to gain visual recognition as part of the Lucozade master brand and enhance shelf navigation for consumers. The design seamlessly combines transparency and translucency to increase the appeal to those who are often deterred by the high levels of sugar in drinks. The successful integration of confident, flowing lines around the pack also visually portray the biological effect of the magnesium, calcium, sodium, and chloride electrolytes within FitWater.

BrandMe’s pack design has prospered to advance Lucozade Sport’s drinks portfolio by establishing FitWater as a bold new member within the Lucozade Sport family.

The new 600ml PET bottles will be available from August.

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via Packaging of the World – Creative Package Design Gallery