Vitaewater asked us to reimagine their brand identity and articulate their purpose. We developed the 'Peaceful Energy' positioning to represent their nootropic water, which boosts brain function but without the jittery effects of other caffeine based alternatives.

In a category where everyone else is a little serious, we wanted to help Vitaewater do something different and stand out from the crowd.

The identity then tumbled out of that positioning and onto the packaging in a clean and playful way.