Sparkling Ice is a successful company that has the potential to elevate its brand by revitalizing the look of its flavorful beverages. By leveraging their best features and benefits, Sparkling Ice will stay ahead of both old and new customers in the sparkling water market. With this rebrand, Sparkling Ice will no longer feel outdated and inconsistent. It will be positioned in consumers' minds as a happy, fun, vibrant, and current brand
COMPANY BACKGROUND:
Sparkling Ice is a beverage company known for its flavored sparkling water, rich in vitamins and antioxidants. The company has achieved considerable success over the years and remains one of the leading beverage brands. Their most significant differentiating factor from their sparkling water competitors is the flavor of their drinks.
CURRENT BRANDING:
Sparkling Ice’s branding is inconsistent. On their website and social media, they effectively highlight their flavorful drinks. Their packaging does not convey the same sense of quality to customers. Their bottles are clear and plastic. They have no personality. The ice cube with the fruit inside is not visually appealing, and the word “Sparkling” in the logo is difficult to read.
COMPETITORS
Waterloo, San Pellegrino, Bubbly, Vitamin Water, Spindrift, La Croix
POSITIONING
Current: Sparkling Ice is viewed by its customers as bright, fun, flavorful, refreshing, and healthy. Compared to their competitors, they excel in terms of flavor. However, their packaging lacks the “fun” brand that they are, which has the potential to harm the company.
Vision: HAPPY, FUN, VIBRANT, CURRENT
BRAND POSITIONING MATRIX
INITIAL LOGO SKETCHES
FINAL LOGO DESIGN
