WAJU CAME TO US WITH A COMMUNICATION DILEMMA. THEY NEEDED A CLEAR WAY TO EXPLAIN THAT THIS WATER ISN’T JUST REGULAR SPARKLING WATER, but comes from the water leftover from pressing fruits for concentrates. this water is packed with ANTIOXIDANTS, nutrients, VITAMINS, ETC. AND TYPICALLY JUST GOES DOWN THE DRAIN. WAJU HAS AN AMAZING UNTAPPED RESOURCE THAT NEEDED A MINI-FACE LIFT.
AS WE STUDIED THE LABEL AGAINST THEIR PROBLEM, WE QUICKLY REALIZED WHERE THEY WERE SHINING AND WHERE THEY NEEDED HELP. WAJU’S ORIGINAL PACKAGING WAS VISUALLY BEAUTIFUL BUT WASN’T 100% SUCCESSFUL IN COMMUNICATING WHAT WAJU IS. FOR STARTERS, THE ORIGINAL LOGO HIGHLIGHTED ‘JU’ AND THE OVERALL LOOK WAS VERY COLORFUL WHICH MADE THE PRODUCT FEEL MORE LIKE A JUICE THAN A WATER WITH SUBTLE HINTS OF FRUIT. SECOND, THE OVERALL MESSAGE OF WATER FROM FRUIT is difficult to communicate quickly AND THE HEALTH BENEFITS WERE HIDDEN ON THE BACK.
THE STRONGEST ELEMENT OF BRAND EQUITY IN THE ORIGINAL PACKAGING WAS THE illustration. WE WORKED AROUND THE BUILDING BLOCKS OF THE ORIGINAL LABEL WITH NEW MESSAGING AND A LIGHTER COLOR SCHEME—MORE INDICATIVE OF WATER—TO BETTER COMMUNICATE WHAT IS INSIDE THE CAN.
