Ever since 1996, smartwater has disrupted the status quo of bottled water by reimagining what water could be. Over time, smartwater has met new demand with new flavors, new innovations and new variants. The constantly growing portfolio unfortunately led to an overloaded design and a cluttered appearance that made smartwater lose its distinction. A rebranding was needed to revitalize the smartwater brand and regain its position as being the unique original and preferred premium choice.
In a Simplify to Clarify process we challenged everything the brand communicated, no matter touch point, to find the core that represents the smartwater people love. The process led to updated brand values, new design principles and a clear direction how to handle the smartwater brand from now on.
