An innovative packaged water branding & packaging
The Well Water logo implies refreshing, pure water through use of color and imagery. The letters of "well" are a visual representation of an underground aquifer with fresh water purified by layers of colorful soil. The upside-down water droplets stand as a contradiction to the typically "raining-down" droplets of so many bottled beverage brands and appear to rise from the underground aquifer - an uplifting element. A smooth line separating the "soil layers" implies tranquility and health.
The Well Water packaging is based on packaging used primarily by wine manufacturers, called a Tetra Pak. 75% of the Tetra Pak is made from paper and it is 100% recyclable - forget plastic bottles that stay in landfills forever! The graphically simple package design reinforces the unique shape of the Tetra Pak and carries through the logo's concept.