2025
Self initiated
Self initiated
Brand Identity
Packaging
Packaging
Brief
Create a non-alcoholic beverage brand that doesn’t feel like a compromise.
Create a non-alcoholic beverage brand that doesn’t feel like a compromise.
Overview
A concept for a new sparkling water drink, providing an alternative to regular water whilst still containing all the same benefits.
The sparkling water provides an enhanced sensory experience, ‘TSSS!’ emulating the mouth watering sound of opening a fizzy drink.
A concept for a new sparkling water drink, providing an alternative to regular water whilst still containing all the same benefits.
The sparkling water provides an enhanced sensory experience, ‘TSSS!’ emulating the mouth watering sound of opening a fizzy drink.
Insight
The sparkling water provides an enhanced sensory experience, ‘TSSS!’ emulating the mouth watering sound of opening a fizzy drink.
The sparkling water provides an enhanced sensory experience, ‘TSSS!’ emulating the mouth watering sound of opening a fizzy drink.
TSSS!
Tantalisingly Super Sparkling Soda!
Tantalisingly Super Sparkling Soda!
Research
The association of sounds and reactions has been explored in a major study by Ivan Pavlov, in which dogs were conditioned to salivate in response to the sound of a bell when it was presented along with food on multiple occasions. Similarly, according to Snapple (owned by Dr Pepper Snapple Group Inc.), the “pop” that consumers hear when unscrewing the cap from an unopened bottle serves as a cue for freshness. This sound builds anticipation and offers a sense of security, as it signals that the drink hasn’t been opened or tampered with.
The association of sounds and reactions has been explored in a major study by Ivan Pavlov, in which dogs were conditioned to salivate in response to the sound of a bell when it was presented along with food on multiple occasions. Similarly, according to Snapple (owned by Dr Pepper Snapple Group Inc.), the “pop” that consumers hear when unscrewing the cap from an unopened bottle serves as a cue for freshness. This sound builds anticipation and offers a sense of security, as it signals that the drink hasn’t been opened or tampered with.
It is suggested that sparkling water often feels more refreshing than still water because the carbonation creates a tingling sensation on the tongue, stimulating the taste buds and providing a satisfying fizz. This sensation can lead to a perception of greater refreshment, enhancing the overall drinking experience beyond simple hydration.
Strategy
The TSSS sound when opening a drink indicates that the drink is carbonated, and people already have an association between sparkling drinks and an increased feeling of refreshment. Accentuating the sound through an onomatopoeic or sonic approach can create another level of association. The organic sound could even become a trademark for the brand, potentially increasing the likelihood of a craving response when consumers hear it in competitor drinks. Design goes beyond the purely visual; sound can evoke emotions and memories, helping customers connect with a brand.
The TSSS sound when opening a drink indicates that the drink is carbonated, and people already have an association between sparkling drinks and an increased feeling of refreshment. Accentuating the sound through an onomatopoeic or sonic approach can create another level of association. The organic sound could even become a trademark for the brand, potentially increasing the likelihood of a craving response when consumers hear it in competitor drinks. Design goes beyond the purely visual; sound can evoke emotions and memories, helping customers connect with a brand.
Design
The sensory experience of the drink is conveyed throughout the branding and packaging, from glossy, wet-effect surfaces to bright, bold blues and clean, natural whites, all designed to evoke feelings of energy, vibrancy, and freshness. Accentuating the brand name is crucial across all touchpoints.
The sensory experience of the drink is conveyed throughout the branding and packaging, from glossy, wet-effect surfaces to bright, bold blues and clean, natural whites, all designed to evoke feelings of energy, vibrancy, and freshness. Accentuating the brand name is crucial across all touchpoints.
The bubbly, explosive typography intertwines with a speedy take on a classic sans-serif font, using both forward and backward italics. The contrast between typefaces reflects the two aspects of the drink: the classic water and the added carbonation.
Typefaces
Good type foundry - Adieu
205TF - Bertin
Good type foundry - Adieu
205TF - Bertin