Crystal Light Sparkling

To keep up with health trends and pursue a younger demographic, Crystal Light had aspirations to launch a ready-to-go, lo-cal beverage option: Crystal Light Sparkling.

Packaging
VSA Partners, 2015

Challenge

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 actually helped open the project to some unique solutions.

Approach

My strategy for this project was to create a premium and visually striking design that would set the brand apart from its competitors and appeal to a younger audience. To make it easy for consumers to distinguish between flavors, I incorporated glossy colors behind the Crystal Light Sparkling logo. Building upon user feedback that indicated a preference for the curves of the bottle, I illustrated the graphics to accentuate these lines and create an overall cohesive look and feel.

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.

After another round, additional explorations simplified the flavor profiles, while maintaining a similar hierarchy of information.

In another round of explorations, we simplified the flavor profiles, while maintaining a similar hierarchy of information.