Mio, a Kraft Heinz brand that enhances water, has undergone a brand transformation and now boasts a new look. Its refreshed look and feel is just the beginning of the brand’s multi-year journey that reaches out to the Gen Z audience.
Kraft Heinz partnered with BrandOpus, a creative agency, for Mio’s new look. BrandOpus came up with the idea of ‘Wellness on your wavelength’ for Mio. The agency highlighted that whatever the situation, whatever type of wellness one is looking for, Mio has the little bottle of what they need to squeeze goodness in – into your life, into your day, and into your water bottle.
Alice Waterman, Managing Director US at BrandOpus, said they were thrilled to partner with Mio to create a new narrative, unlock the positioning, and create a new visual identity that brings it to life. “Establishing a design that can translate across their small but mighty packaging forms through to a vibrant new look and assets for use across all brand touchpoints, this design is not only flexible and fluid in its depiction of modern wellness but also in its ability to create a compelling and cohesive brand world.”
BrandOpus said Mio’s new brand identity expresses the fluency that its audience wants and expects from their wellness. “The logo’s soft and rounded font is complemented by the wave-like split of colors across the product packaging, and is a consistent presence across the rest of the brand world through the implementation of the wave pattern, created as a new distinctive asset across all touchpoints.”
Furthermore, the packaging design system creates an intuitively navigable system between the different ranges on the shelf, maximizing the use of space on the small packaging forms, making Mio a breakthrough beacon and brand block at shelf.
As part of the rebranding, Mio also launched TAP, a first-ever faucet that instantly turns tap water into an energy drink. Kraft Heinz said the brand is turning its newfound hardware on the competition by proving all one needs is tap water and Mio to create an energy drink. Samantha Mills, Director of Brand Communications at Kraft Heinz, said they are shaking up the energy drink game with TAP, reminding people that the simplest solution is the best. “We’re here to show that energy drinks don’t need to be complicated, they just need to make you feel good.”
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