VIV shapes up
Athleisure is a massive global trend that is as much about visual appeal as it is about performance. Enter VIV by aQuellé:
an all-new sports drink designed to optimise active lifestyles in an African context.
We were tasked to create a shrink wrap that would compliment the unusual bottle profile which has been custom-designed to fit perfectly into the grip of a hand. We solved this by using the upper diamond shape as the primary branding area. The sophisticated yet vibrant design balances cues from both water and energy categories. Triangular patterning is derived from the V in VIV and flows dynamically over the contours of the bottle. High energy typography gives sense of power and forward action. Secondary information is clearly grouped, while secondary colours and descriptors differentiate the variants.
Overall this is a design that ticks the big 3 packaging checkboxes - shelf standout, brand cohesion and easy range navigation - while successfully meeting consumer needstates by being highly functional and visually eye-catching.
