Smartwater raises its packaging IQ with a new look

Glacéau®, one of the pioneers in the enhanced bottled water category, has redesigned the packaging for its smartwater® electrolyte-infused water with a clean, uncluttered design that coincides with expanded distribution into central and southern states. According to Rohan Oza, senior vp of marketing for glacéau, “The eye-catching packaging greatly enhances shelf presence while communicating smartwater's benefits: vapor-distilled for purity you can taste and electrolyte-enhanced for rapid hydration.”

New York-based brand design firm Moxie™ (www.moxietm.com) developed the design to improve shelf presence, communicate the water's benefits and establish the brand's personality and style. The bottle label graphics include a fluid, raindrop shape in navy blue that flows across the shelf when the bottles are placed next to each other, creating energy and movement relating to the product's electrolyte enhancement. The use of an iconic cloud lock-up communicates the brand's purity story.

The new packaging also features an image of a goldfish that visually conveys the idea that “spring water is for swimming; smartwater is for drinking.” Dual branding on the front and back and messaging on the inside allow consumers to be engaged on all sides of the bottle. Smartwater is available in four sizes: a 20-oz, a 750-mL sport bottle, and 1- and 1.5-L bottles.

The new identity and package design will be incorporated on all bottles, shipping cases, multipacks and trucks.