BEVERAGE / GLACEAU / SMARTWATER
Work
Smart Water
ICONIC BRAND CREATION & STRATEGIC ACQUISITION
THE CHALLENGE Smartwater existed as a product, not a brand. It lacked a distinct identity or narrative, resulting in poor visibility and relegation to the bottom shelf of niche health food stores, rendering it virtually invisible to the mass market.
THE CREATIVE STRATEGY As Global Creative Director, I created the Smart water brand identity from the ground up. I established the core strategy by translating its product truths into a powerful visual story. From there, I led the creation of the entire visual identity and all brand assets—from the iconic minimalist packaging, defined by the disruptive act of placing a fish inside the bottle, to all launch communications, building a cohesive system for internal and external partners that catapulted the brand to cult status.
THE RESULT The creation of this highly coveted, high-growth brand was a critical value driver within the Glaceau portfolio. The brand's newfound cult status and immense market potential were instrumental in positioning the parent company for its $4.1 billion acquisition by The Coca-Cola Company, one of the largest beverage acquisitions in history.
