WeWantMore

Hessenplein 2, 2000 Antwerp, Belgium

The purest of waters

SPA: the purest water in the world, bottled in Spa Monopole. A Belgian icon and a product trusted by millions all over the world. No other water brand can claim to have the same purity and minerality, thanks to the all-natural filtration process. This purity lays at the core of everything SPA does. It’s the heart and soul of the brand.

WeWantMore was tasked with rebranding this icon, from main visual identity, packaging design to brand communication level. With a brand that offers everything from pure mineral water to all-natural lemonades, the challenge was to create an overarching visual system that harmonizes the entire SPA product range and all its communications.

The studio introduced a water drop as key visual brand element on every level of the new identity: drop-shaped labels, a water ripple embossed bottle design and a drop-shaped distortion on all visuals. The result: an entire design system centered around the drop, expressing the purity of SPA.

A new bottle design

The overall bottle shape still uses the same female taille curvature that SPA has always been known for. But WeWantMore adjusted the overall look and feel of the bottle to infuse the design of the range with purity. Taking away the unnecessary embossed details and reducing the design to a simple bottle that solely focuses on the core of the brand.

Packaging design

For the packaging design, WeWantMore went for contemporary heritage featuring hand-drawn illustrations, toned-down colors, and a modern Gothic typeface. A visual identity that brings the iconic Belgian brand back to the 21st century. Between the different sub brands, WeWantMore created a consistent design system that uses the water drop as a jumping-off point.

Brand identity

Along with the new design for the packaging, the purpose “Drink better. Live better.” came into existence. SPA wanted to launch a 360° campaign focusing on the fact that they truly are the healthy, all-natural alternative on the market. And so, WeWantMore created a visual identity system for all brand communications that are an extension of what is happening on a packaging level.

Just like on the packaging, the drop is the common thread through all brand communications. Depending on the medium, the drop can take on different shapes and sizes, but it will always be present in some way or form emphasizing the SPA logo.

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