Derrick Lin


Design: 4:DESIGN
Location: India
Project Type: Produced
Client: Responsible Whatr
Product Launch Location: Global
Packaging Contents: Natural Mineral Water
Packaging Substrate / Materials: Aluminium Can
Printing Process: Offset Printing

Responsible Whatr is India’s first natural spring water in recyclable aluminum cans. We worked with the young team of @responsiblewhatr and the eight-month-long engagement was 4:Ds first attempt at developing a premium consumer product right from scratch.

In a category of confusion and misleading claims, the brand was riding on the strength of an exceptional product and a brilliant planet-saving promise. The main challenge was the product design (aluminum can), which would attract a million eyes throughout the country. Launching a premium spring water in a hotly competitive market, the brand had to stand out visually and also connect with the desired audience in a unique way. A refreshingly new take in the premium natural spring water segment.

We wanted the packaging to look at premium, contemporary, and inviting. Minimalism was the way forward and clean design was adapted. The combination logo was developed to put the brand’s planet-saving potential, combining product and purpose through impactful design and a mission-led manifesto. We used white color to highlight the purity of the water, while the packagings’ compositional simplicity insured maximum shelf impact. From choosing the color palette to the font family, the entire journey has been an exceptional one with a lot of arguments, disagreements which finally led to the launch of this amazing product.