LEON:
Be like water.

Brief

Creating an identity for water is no easy task – as something so ubiquitous and essential, how do you develop a design that will re-introduce customers to its benefits? Leon’s brief for still and sparkling water duo packaging was exactly that: to represent, highlight and make novel the natural qualities of water. 

Concept

The packaging for Leon’s newly launched water bottles needed to turn heads and echo the company’s branding. The idea was to inspire customers to ‘be like water’. Water flows, adapts to every shape and is fundamentally flexible – it has no ego.

The design for Leon’s still and sparkling water bottle labels needed to transmit these transferrable values, encouraging customers to make water part of their lifestyle and a protagonist in shaping their wellbeing. Each bottle therefore included a quote about the beneficial qualities of water on its back label.

The labels also incorporated information on the product’s sustainability credentials, chiefly, that Leon water is bottled in the UK using green energy produced on site. Aside from the pragmatic inclusion of text around the positive characteristics of water, simple, recurring patterns were used to symbolise its eternal nature. Different shapes were chosen to differentiate between still and sparkling water bottles.
Throughout, the buoyancy and freshness of water was communicated through a light blue and aquamarine colour story, highlighted in the different coloured bottle caps.

Outcome

Leon’s own-brand water needed a label design that elevated something as common as drinking water to the level of personal philosophy. The ultimate design succeeded in capturing the spirit and value of water in an appealing, cool, and clean aesthetic.