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 & CREATIVE DIRECTION 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.
