The flavoured water category has become a bit of a basket case. At point of sale, it’s a confusing mix of pack formats and brands with a mass of product messaging. In the supermarket aisle, it’s also overlooked from a brand maintenance point of view and has attained a reputation for products high in sugar and lacking any health benefits.
Walter & Wild saw this as an opportunity and committed to revitalising the category with a rethink of its Vitafresh product. By fortifying the powders with vitamins and minerals, and developing a packaging format that cuts down on materials and manufacturing costs, the brand now has the potential to raise the bar for water flavourings and improve shelf impact with a refreshing, fun and aspirational presence.
A firm favourite of Kiwi families since the 1980’s, the challenge for Vitafresh was to remain true to its core roots while embracing the bold new vision. And that was integral to the brief when Onfire was enlisted to recreate the package design. Simplicity was key so a tall and proud brand mark was designed to stretch across the entire new 3-sachet pack format and shout out of a new brighter colour palette. To add the fun factor, flavour callouts take on a cartoon style while a subtle background illustration helps tell the Vitafresh lifestyle story based around vitality, summer vibes and the products multi uses.
Ultimately, these elements seriously shake up the category with new energy and a promise of fun and flavour for a healthier lifestyle.
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