North America’s beloved water brand DASANI has unveiled an eye-catching visual identity system across its packaging and communication. DASANI now comes in a lighter celeste blue color palette and wave inspired by the ‘S’ in the DASANI script.
Shawnika McPherson, brand director at DASANI, says DASANI was one of the first mainstream water brands to hit the market 25 years ago, and has endured the category’s changing landscape. “We’ve modernized our logo and label to better stand out on the water aisle with a premium, calming look and feel.”
The executive added that DASANI is tweaking its formulation in response to consumer feedback. The company is removing sodium chloride (salt) for a clean, crisp taste. “The previous formula contained a dietarily insignificant level of salt, a mineral, and electrolyte originally added for taste.
“DASANI is a ‘we’ brand, not a ‘me’ brand. We’re an accessible water brand friends and families share over a meal, at a game, concert or birthday party – and really wherever life happens – a message hope to send with the ‘Life Happens Between Sips’ campaign.
Moreover, this is the brand’s first major marketing campaign ‘Life Happens Between Sips’ in five years. McPherson said it will bring the new VIS to life by celebrating the role DASANI plays in the authentic, ‘in-between’ moments of everyday life.
It should be noted that DASANI is The Coca-Cola Company’s fourth largest brand by volume in North America. The company’s water portfolio, which also includes the premium category-leading smartwater, offers contemporary tastes and personalities that offer something for all consumers and occasions at different price points and in a range of packages.
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