Water as Art and Science

Glaceau one-upped Mother Nature by infusing water with vitamins and electrolytes. So we followed suit by creating an interactive ecosystem that not only captured the personality of each flavor of Glaceau, it did so by conveying water as both art and science.

The Glaceau brand was already well established as our project got underway. The packaging was easily identifiable and the fans were dedicated. However, Glaceau’s personality was lacking online. We needed to evolve the brand in the digital landscape.

Your computer won’t let you take a sip of your favorite vitaminwater flavor. But it can let you explore every bottle, flavor, vitamin and boost of energy to your heart’s content. We presented a wealth of information about each flavor, but we did so with a pleasant, clever approach that fit into Glaceau’s cheeky personality. Based on image research, we figured out how to abstractly represent vitamins, minerals, fruits and herbs. We then crafted a programmatic yet beautiful helix to present the various drinks. The trick was to communicate in an intuitive, convenient and visually appealing way.

By applying a strategy that made science not just approachable but entertaining, we redefined how beverages are communicated and depicted online. We carried Glaceau to an energized, humorous place amid a saturated market, and its fan base was given a digital space where they could further their devotion.