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Packaging Design Spotlight: SoBe Lifewater

PepsiCo has introduced its new SoBe Lifewater brand enhanced water beverage. According to the company, it’s the first such drink in the U.S. market to feature the all-natural zero calorie sweetener, PureVia, made from a highly pure extract of the Stevia plant leaf.

In keeping with the theme of innovation and healthfulness, the design of the packaging incorporates a nature-oriented design centered on a stylized silhouette of a lizard, augmented by subtle high-tech texturing in the background.

SoBe Lifewaters are available in three flavors: Fuji Apple Pear, Black and Blue Berry, and Yumberry Pomegranate. Appropriately, the design of the bottle incorporates a bold color scheme that features different hues for each flavor, allowing easy on-shelf differentiation while maintaining the overall consistency of the brand.

At the same time, the bottle’s gradual top-to-bottom color gradation, which transitions from clear at the top to deeply saturated color at the bottom, conveys both a sense of lightness and richness that’s quite appropriate for an enhanced water beverage.

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