Designer: Anna Haggerty
Project Type: Student Project
School: University of Wisconsin-Stout
Course: Graphic Design II
Tutor: Nagesh Shinde
Location: Menomonie, United States
Packaging Contents: Spring water
Packaging Materials: Recycled glass
To find and redesign a product that was $5 or less. Redesigning could have included changing the company name, updating the logo, updating the fonts, and/or improving the color palette, etc.
For the product that I found, which is Mountain Valley Spring Water, I aimed to update and modernize their logo. Specifically, the color palette and typefaces. While researching Mountain Valley, some key terms I picked up on were that they aim for premium, natural water to be served in upscale restaurants and grocery stores. Their demographics also consists of young, health-aware buyers and celebrities. Therefore, with those key elements in mind, I did not believe that their current look gave off the young, contemporary vibe.
Upon researching, I noticed that Mountain Valley has always used custom engraved green glass bottles since 1871, their start date. Since this has been used for 144 years, I did not believe it was a crucial element to change/update since their green water bottle competition is rare. I believed that by modernizing the type and color, consumers would be more attracted to the brand and feel more prestige like the company aims to do.
In conclusion, I knew it was beneficial for Mountain Valley’s demographics to add a contemporary twist to their logo by changing the typeface and altering the color palette, yet keeping some familiar key elements from the 1800’s.