Glacéau’s Smartwater is a well-established brand among premium water products. Smartwater approached Hatch with the challenge of reimagining their brand system so that it would appeal to a younger audience. We worked closely with Smartwater to reinvigorate the brand and better position their tone of voice and product story. We refined the visual identity by modernizing the logo and drop mark, updating the color palette, and re-envisioning the iconic cloud.

To reinforce Smartwater’s unique vapor distillation process, we illustrated a cast of animal characters that are instinctually intelligent. With the new icons, bold graphics, and playful illustrations we helped to create a more authentically youthful brand while maintaining Smartwater’s premium look and feel.

Work created at Hatch.