In the past several years, the coconut water category has grown tremendously with numerous competitors entering the cluttered space with similar positioning, packaging and products. O.N.E. asked Voicebox to revitalize their identity and packaging system to distinguish the brand as a more functional product and stand out on shelf, inciting new category user trial.
Rather than aligning with traditional, category-driven cues, Voicebox created a design architecture for O.N.E. that focuses on the uplifting, holistic benefits of “energizing hydration,” the key brand message. Vibrant, functional colors combined with modern, aspirational shapes and icons have established O.N.E. as a brand that elevates the functional experience which differentiates it from the category.
|Before and after|