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VIP's. Get individual!

Design Agency: Gordost
Project Type: Produced, Commercial Work
Client: "Niagara" National Water Company
Location: Russia
Packaging Contents: Sparkling water
Packaging Materials: Plastic

Alcohol-free VIP's drink is created for modern teenagers who tend to get recognized in life taking after young and successful people. To get closer to its target audience, the owners of "Niagara" National Water Company decided to completely change its design approach for the first time within the past 6 years. The main task was to develop a bright, free, bold and young image for the package.

As the main idea it was decided to give it a bright urban "graffiti" style, which would combine both deviant and legitimate practices of self-expression. Graphics is a versatile thing and fits any youth subculture, so that means it has maximum exposure.

The main characters of its design are stylish people of both genders. Their faces are half-sunk into the drink which creates an impression of being filled with taste. This way such images quickly become an eye stopper for teens. Contrasting colors work well to help the product stand out on a shelf and induce its purchase. Consumers can pick a drink not only due to the combination of its taste and color but also by associating themselves with one of the characters, all-out showing their own individuality.

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