To keep up with health trends and pursue a younger demographic, Crystal Light had aspirations to launch with a ready-to-go, lo-cal beverage option: Crystal Light Sparkling.
Crystal Light needed to differentiate itself from its existing line of powdered products and stand out from its competitors. We encountered a challenge where legal restrictions did not allow for photography or illustrations of fruit. Additionally, a few of the beverage flavors were very similar in color, so we had to make sure the designs had distinct flavor profiles. These restrictions help open the project to some unique solutions.
My strategy was to create a premium and flourished design to elevate the brand among its competitors and appeal to the younger audience. Flavors can be easily distinguished by the glossy color of the Crystal Light Sparkling logo. Because user testing had found the curves of the bottle favorable, the graphics were also illustrated to accentuate the those lines.
As a request to further highlight the flavor profiles and match the Crystal Light Sparkling logo with the existing Crystal Light line up, explorations were made to evolve the initial style. Abstracted fruit illustrations were a workaround the legal restrictions.
In another round of explorations, we simplified the flavor profiles, while maintaining a similar hierarchy of information.