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GD USA 2023 PACKAGE AWARD WINNERS

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redefining a classic

A global brand of purified water introduced to the US in 2002, Pure Life is available in a variety of sizes, including kid-friendly 8 oz bottle collections, featuring fun graphics that make it easier for parents to encourage their kids to drink water.

THE SCENARIO:

Pure Life dramatically changed its identity in 2021, moving from a blue brand to a yellow brand. In doing so they quickly lost sales because consumers didn’t recognize the identity. To reconnect with their core consumers, the brand decided to revert to their key equities, including the blue, while also taking the opportunity to modernize.

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OUR SOLUTION:

CSB pulled reference from the brand’s past as inspiration. We restored most of the elements from the pre-yellow design and modernized the logo. We also evolved the brand icon based on past consumer learnings. Our multi-color family enables each member to celebrate their uniqueness. We connected the arms in a waved shape to visually support the pure water proposition.  Once the design hit the market, Pure Life regained retailers’ confidence and quickly regained sales. 

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

CAPTION COPY TO DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THE CAPTION COPY TO EM TO LIFE STRATEGICALLY. DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THEM TO LIFE STRATEGICALLY.

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Not just a wonderful company but kind human beings who get life, understand creating opportunities and are at the top of their game is extremely commendable and honorable to say the least. This has been a life changing experience.

A VERY NICE CLIENT, FERRERO CANDY CO.

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TO CLARIFY THE BRAND’S ORIGIN, CSB MOVED AWAY FROM THE BASEBALL SCRIPT. BROOKLYN BRIDGE AND STAMP EFFECT.
WE INTRODUCED TYPOGRAPHY INSPIRED BY VINTAGE FASHION LABELS AND INCORPORATED A ‘BB’ MOTIF FOR EXTRA PERSONALIZATION.

WE EXPANDED THE DESIGN LANGUAGE WITH ASSETS NECESSARY FOR A SMALL COMPANY TO PROMOTE THEMSELVES: MERCH, SOCIAL MEDIA AND GIVEAWAYS LIKE STICKERS AND POP SOCKETS.

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

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share
a smile!

Did you know 60% of kids age 6-9 go to school dehydrated?*

 

To encourage kids to drink more water, an important factor in focus, CSB developed Share-a-Smile!, kid-tested of visual puns and motivational messaging on 8oz labels.

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

Not just a wonderful company but kind human beings who get life, understand creating opportunities and are at the top of their game is extremely commendable and honorable to say the least. This has been a life changing experience.

A VERY NICE CLIENT, FERRERO CANDY CO.

CORNERSTONE STRATEGIC BRANDING, INC.

LET’S CONNECT:  info@cornerstonebranding.com  212-686-6023

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