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Before & After: Aquarius Fresh

by First name Last name on 11/10/2009 | 2 Minute Read

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Editorial photograph   You all may remember Dimaquina for the vibrant work they did on the Popfish packaging awhile back. Well, Daniel Neves, the creative director of the firm, just sent a recently completed packaging and logo redesign project for Coca Cola Brazil for a brand of sodas sold there:

"CHALLENGE: Aquarius Fresh mustdisrupt traditional graphic codification of sodas in Braziland repositioning the brand as the main product reference in brazilianmarket category.

PROBLEM ANALYSIS: AquariusFresh has a colorized liquid, in opposition of other brands. So, colourwas the starting point to our strategy going through a sensorialexperience and it defines as main element of our visual identitysystem. 

RESULT: We wanted toamplify and change perception of the product in associating AquariusFresh to a new experience on consuming. It implies not only in an actof drinking, but an act of seeing, imagining colours and estimulatescreativetly associations of different sensorial experiences. Thus, wecame over with Synesthesia main idea and create the claim: AquariusFresh is drinking a colour! Through Aquarius Fresh liquid colours,we've looked for an packaging experience of our claim as most intenseas possible on label and bottle. We made several studies in printing tobring enough luminosity and transparency onto label and to make theaesthetics effect we desired. It was fundamental that graphic designhave a graphic system extremelly simple, clean and iconographic to aimthe best result. From this point, colours itself did the rest."

See more photos after the jump.

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