Something Natural bottle redesign reacts to social media feedback
Posted by Rick Lingle, Technical Editor -- Packaging Digest, 7/8/2013 3:45:38 PM
All natural flavored sparkling water, Something Natural, has rebranded with a gallery-worthy new design, and a clear focus on female consumers. Something Natural once again partnered with New York design consultancy Little Big Brands to develop the evolution.
"We started to notice a trend amongst our passionate fans via social media," says Randy Shefshick, creator of Something Natural. "Our consumers have ‘hijacked' the brand and are doing all sorts of creative things with our bottle. We saw this as an opportunity to listen to them and enhance the design aesthetic further to shape our brand message and solidify our packaging as art."
"We've always seen this bottle as a canvas of blue sky. The evolution takes that a step further distilling down the original flock of bird design to a single graphic bird that both reinforces the natural promise of the brand and feels more approachable and warm," says John Nunziato, creative director, Little Big Brands.
Each element of the packaging was handcrafted, from the hand-drawn typography of the logo to the bird illustrations. Five unique birds were illustrated to set each flavor apart and help provide strong color-coding. The logo is also customized and finishes differently on each SKU as it appears to be a piece of string being pulled by the birds.
"Our bottles have always been a piece of art, and this really takes that idea to the next level, serving as an accessory for the consumer drinking it," says Shefshick.
Something Natural blends healthful and refreshing qualities of sparkling water with delicious fruit flavors. There are no artificial sweeteners or preservatives and each bottle is just 30 calories. Something Natural is available in: Black Cherry, Blueberry Lemon, Pink Grapefruit, Raspberry Keylime, and Strawberry Peach.
Since launching less than two years ago with its original bottle design, Something Natural has gone from limited New England distribution to nationwide coverage at natural food markets and conventional retailers including; Whole Foods, Wegmans, Harris Teeter, Raley's and Sheetz.