The New York division of Pearlfisher has created the identity and packaging design for vitamin enhanced water brand Activate
According to Pearlfisher, the design features coloured shapes that merge on the pack to “suggest the effective combination of vitamins and water”. Colour variations also differentiate flavours along with fruit shaped icons.
“We made the strategic decision to package Activate in a way that would better communicate who we are as a brand and what we aim to deliver to our consumers,” said Jesse Merrill, vice president of marketing for Activate.
Simone Fabricious, Design Director at Pearlfisher said: “The telescoping and ever-building shapes connect to the dispensing cap function and Activate’s brand vision to ‘live life at 100%’”.
Luke Calabrese, lead creative at Activate, added: “We wanted to create a dynamic design that captured the essence of Activate. In order to do this we had to identify a design that expressed movement and fluidity.
“The way our new design uses shapes, repetition, layering and different color tones successfully communicates this visually.”
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