Flo.water - Packaging Design and Brand Development
Shortlisted as branding concept finalist by Crowdiate & Featured as Talent Highlight on CreativePool.
Brief
Create a packaging design and brand story for an undisclosed new CBD water company & give ideas for how to carry this story outside the water bottle.
All elements such as name, concept, brand story, product description, taglines and graphics are all original and were created for this project specifically.
Role: Brand Developer & Graphic Designer
Collaborators: Co-Branding Developer and Copywriter: Sergio Montanino
Idea & Approach
CBD is known for being used for relaxation and so the idea behind the design was to portray a calm, relaxing lifestyle in a minimalist way – no clutter, no noise.
Inspired by brain waves and the ocean waves typically are associated with relaxation, we decided to have our still water bottles show a lower frequency wave for the relaxed or meditative state of mind, while our sparkling water bottles would show higher frequency waves to emphasise that little extra spark (pun intended).
We wanted to make it approachable as a brand while distancing it from the regular cannabis market – hence the soft colour palette for gentleness and trustworthiness.
*Brainwave graphic above from Abby Maker for Well+Good.
The Bottle
Through research we found out that CBD in liquids breaks down when exposed to sunlight so we made the very important decision to have the entire bottle covered by label to not let any light inside, since the bottle provided by the company was transparent
Ideally the label would have a smooth matte finish as touch would be important for a full experience of the branding and heighten the experience when drinking it, separating it from the regular water bottle.
New brand story written by Sergio Montanino – "CONNECTING TO LIFE"
"Flo. is a hemp-based CBD wellness company based in the USA. We own a variety of CBD brands in food, beverage, and skincare, and have now dived (pun intended) into the bottled water business – just for you.
Here at Flo., we believe that everyone deserves relaxation. Our goal is to have our CBD products be the go-to source of serenity that you can consistently rely on. In today's day and age, relaxation is a must-have, and what better way to achieve this than by incorporating it into something that you already do, like drinking water?
With our understanding of the ever-growing CBD industry, we aim to put you in focus and be a stand-out brand, serving a clear role in your life."
Beyond the bottle
A way in which we would want to take the brand experience of relaxation even beyond the bottle is by partnering with healthcare companies, for example, Headspace: an English-American online company specialising in meditation. The collaboration could offer exclusive discounts/promo codes or any other interesting offers for the consumer to use and enjoy services that further allow them to find serenity and peace in their lives.
Additionally, the company could provide PDF's with numerous meditative/mindfulness exercises to help you relax and find inner peace should the company want to really focus on mental health. Exercises would be accessible upon the first purchase or by inputting a code from the bottle cap.
