The Objective:
As the name suggests, ‘waft’ is a new craft sparkling water, whose idea and story revolve around waves and water. In a functional way, the brand wanted our approach to summarise the drink’s philosophy and vision. We were tasked with delivering an extendable packaging design that elevates ‘waft’ over and above the cold face of the competition.

The Solution:
Our approach to packaging design echoed waft’s origins, values and story in a way that best fits the brand’s narrative. Deeper understanding of this segment revealed a certain “sameness” in the packaging of most sparkling water brands.

Rejecting the clichés of packaging design, the new identity plays to the strengths of the brand’s personality. We also wanted to ensure that the packaging system would work across various print and online mediums, and look appealing in print and billboards, as well as on the website, social media, digital banners, sliders – both static and dynamic, and online advertisements. This enabled us to create a visual language that was fresh, flexible and most importantly, stood on its own in a market dominated by global brands.

The Outcome:
Consumers greeted the products well in supermarkets, specialty stores and restaurants. The patterns we created were extended to create custom typography, graphics and promotional materials. Memorable as well as functional, our pattern-based illustrations inspired great sales, with zero marketing spends and media mentions, and based on the strength of the packaging system alone.