CRYSTAL SPARKLING
Coca-Cola has expanded its water category with an innovative product that combines sparkling water to flavors, in a light and refreshing way. Having been nicknamed “water with a hint of flavor”, Crystal Sparkling flavored waters stand out on gondolas, reinforcing their key features through the use of transparency and subtleness in the presentation of flavors through illustrations and colors. After all, it is water with just a touch of flavor. For this project, naming, shapes, labels and visual identity system were proposed.
The creative process went through a visual audit, through water-tasting and free-form drawing workshops, as well as naming with the entire team. The search for an iconic element resulted in the point as inspiration. That, which is symbol of unity, closeness and comfort, which represents the bubbles of gas, is punctual as a touch of flavor, circular as Coca-Cola “red disk” and works as a segment of Crystal “double drop”. Also born from visual investigations and interventions in search of "blue disks" in the streets of São Paulo and graphic exercises with “dots”, which filled many notebooks, the identity carries values and design principles, and explores the main features of those waters with a hint of flavor, in other words, with transparency, lightness and a touch of fruit.
Client: Coca-Cola Brasil
@pharusdesign / pharus.com
