Creative Director: Janardhan Pokala
Executive Director: Prashanth Sridhar
Executive Director: Karthik Rajmohan
Visual Artist: Pooja B
Project Type: Produced
Product Launch Location: India
Packaging Contents: Flavoured Sparkling Water
Packaging Substrate / Materials: Aluminium
Printing Process: Flexography, Digital printing
As the name suggests, ‘waft’ is a new craft sparkling water, who’s idea and story revolve around waves and water. The brand wanted us to deliver an extendable packaging design that elevates ‘waft’ over and above the cold face of the competition.
Adwants’ approach to packaging design echoed waft’s origins, values and story in a way that best fits the brand’s narrative. Deeper understanding of this segment revealed a certain “sameness” in the packaging of most sparkling water brands. This enabled us to create a visual language that was fresh, flexible and most importantly, stood on its own in a market dominated by global brands.
In a country where most sparkling waters are packaged in glass bottles, we decided to use aluminium tins. With water and waves forming the brand’s DNA, we settled on an identity that reflects the brand narrative. By transforming the sea into waves of lines through design, we created an identity that had impeccable visibility on the supermarket shelf.