vitaminwater
The new thumb-stopping design for the IOPP 48 repackaging competition
CW Olivia Wagner, AD Madeline Dodson, AD Emily Robertson, & DESIGNER Catarina Sterlacci
Rationale
We decided to create a new iconic shape for vitamin water’s 20 oz bottle to encourage consumers to take a break from scrolling and engage in the moment. With an ergonomic ridge on the side of the bottle, we encourage consumers to give their thumbs a break from scrolling on their phones, be more active, and be present. Not only does the ridge serve as a rest for your thumb, but is an easier grip to hold for on-the-go activities. The change to the bottle is simple yet profound, creating a new recognizable shape under Coca-Cola’s name.
