In 2012 beverage industry veterans Dr. Carol Dollard and Michael Venuti saw an opening in the market to create an everyday drink that was hydrating, great-tasting, low-calorie, and energizing, and formulated without artificial flavors, colors, or preservatives. Its resulting Agua Energy Water, in five fruit flavors, provides electrolyte hydration and natural energy from the guarana berry for less than 10 calories per serving. Its newest addition to the brand, the Agua Fruit Essence line, is a hydrating, all-natural flavored water with electrolytes, in six varieties.
While the beverage, and its mission, have remain unchanged since its launch, its packaging has evolved over several iterations to better represent the brand, provide greater shelf impact and “pop,” and improve the visibility of its messaging. “The original package was a stock bottle with a black label around the center that featured ‘natural energy’ as the predominant text,” says Dr. Dollard. “Looking to create our own design that better represented the brand, we evolved the bottle into its current model.”
In February 2014, the company switched from its stock bottle to a custom 20-oz ribbed, slim, hot-fill bottle from Amcor with a clear, full-body shrink-sleeve label that lets the vibrant colors of the fruit-flavored water show through. “The bottle’s modern design provides a comfortable grip that appeals to on-the-go consumers seeking the perfect way to hydrate,” says Dr. Dollard.
Graphics for the new label included the Agua logo, with the original product name “Agua Enerviva” in lowercase letters, positioned horizontally, and the “natural energy hydration” messaging near the bottom of the label. From there, the company undertook a major redesign with an unnamed graphic artist to dramatically improve shelf impact.
