“Coca-Cola introduced Dasani Sparkling [in 2013], a five-SKU line of naturally flavored, unsweetened and lightly carbonated waters. Coke first rolled out Dasani Sparkling in select outlets in December, the brand launched nationally in February 2014. The drink launched with four flavors: Lime, Lemon, Berry and Apple as well as an unflavored variety. As of 2016 Sparkling comes in 20-oz cans with four flavors (Berry, Black Cherry, Lemon and Lime).” (Wikipedia)
Moniker (San Francisco, CA)
Our strategy sought to elevate and simplify the brand by creating a clean and sophisticated look and feel. We streamlined the entire system including logo, typography, color palette and packaging to enhance shelf impact while maintaining a strong connection to the parent brand.
Images (opinion after)
The previous logo, yeah, too many wrongs to make anything right but probably the biggest offense is the giant tittle that fizzes out into sparkling bubbles. None of the additional bubbles or holding bubble shape do the logo any good either. The new logo shows how remarkable simplicity can be and that behind all the inlines and strokes there is a decent Dasani wordmark within. The new "SPARKLING" type is simple and unassuming, except that "R" with its pants up to its nipples. The old packaging is a perfect example of a can trying way too hard, with the fizz and the bubbles and the more fizz. The new cans are absolutely stunning with abstract illustrations of flavors that have a fizzy texture to convey the sparkliness. The illustrations look equally cool on the rich blue 8-packs. This has gone from cheap, dull sparkling water to fancy, exciting sparkling water. Between this, Budweiser, and Bud Light, 2016 is proving a good year to be a can.
Thanks to Luke Bott for the tip.