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American Graphic
Design Awards
GDUSA
2019
AWARD WINNER
SARATOGA SPRING WATER
TAUGHT PEOPLE HOW TO FIND BEAUTY IN EVERY SIP.
CLIENT
Saratoga Spring Water Co.
A distinguished and revered brand, renowned for its unwavering commitment to exceptional craftsmanship in meticulously producing premium and iconic bottled spring water.
AGENCY
FAI Design Group
YEAR
2019-2020
ROLE
Creative/Art Direction, Brand Development, Logo Design, Package Design
THE PROBLEM
A Thirst for Transformation.
Facing multiple challenges with its previous design, Saratoga encountered several obstacles. The outdated aesthetics failed to resonate with its target customers, leading to a decline in sales. Additionally, inconsistent product naming caused difficulties for customers in finding their desired products, creating confusion and frustration during the shopping experience. Furthermore, the iconic blue bottle, representing the brand's identity, was not consistently utilized across all product categories, resulting in a brand fragmentation. These challenges necessitated a comprehensive redesign to address these issues and realign the brand with its customers' expectations.
PAIN POINTS
Outdated design failed to resonate with its target customers, resulting in a decline in sales.
Lack of consistency across product lines.
Brand marketing did not match the product sophistication.
BEFORE
THE SOLUTION
A Refreshing Revamp.
I embarked on a comprehensive brand redesign, my main focus was to create a fresh and modern design. To symbolize Saratoga's new direction, a stylized water droplet became the brand's north star, appealing to both our target customers and the next generation. Priorities included facilitating easy product discovery, resolving product naming concerns, and preserving the iconic cobalt blue glass bottle. Maintaining consistency across all categories was crucial for upholding the brand's identity.
DELIGHT POINTS
Embodies sophistication and elegance, attracting discerning customers seeking elevated experiences and refined products.
Cohesive design approach is evident in the unified product offering.
Prominent product naming, enabling customers to effortlessly find what they need.
EXPLORATORY
Mark / Symbol Sketches
EXPLORATORY
Package Design
AFTER
THE RESULTS
A Sparkling Victory.
The successful rebranding, featuring a beautiful modern update, garnered significant acclaim from the target market, while preserving the brand's history and reputation. As a result, Blue Triton, the owner of Poland Spring and Pure Life, acquired the brand in 2021, leading to an expansion of their product offerings and entry into the national, upscale beverage market. The comprehensive rebranding efforts played a crucial role in driving Blue Triton's strategic growth and overall success.
The comprehensive brand redesign, strategic acquisition, and successful repositioning have positioned Saratoga Spring Water for continued growth and success in the beverage industry.
AGENCY
FAI Design Group
CREATIVE DIRECTION
Allison Schwartz
ART DIRECTION
Robert Scully
DESIGN
Robert Scully, Joanna Loftus
PRODUCTION
Jackie Korr
RECOGNITION
American Graphic Design Award
GDUSA
2019
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