Follow the leader: Beverage Labels
Say hello to Essential Water (EW). Move over Vitamin Water (VW), Sobe Life Water and all the other ‘water’ drinks. I ran across ‘EW’ at a Casey’s General Store and it completely made my day! The packaging is disturbingly similar to ‘VW’. At first sight, I thought that ‘VW’ was producing this for Casey’s. Great job at making a confusingly and shameless generic version! They even included a block of witty lifestyle body copy. The creative brief must have looked something like this:
“Client really likes the look of Vitamin Water. Casey’s logo Mandatory. Time budget is 3 hours.”
And in case you’re wondering — ‘EW’ tastes as good at it looks. I would compare it with the likes of cough syrups.
Close up of essential water next to vitamin water.
I discovered Pure American (PA) several weeks later at Walgreen’s. After seeing ‘EW’ you have to give ‘PA’ some praise, even though its a generic store brand. Although the name is weak, at least it doesn’t have the word ‘water’ in it. They also added their own interpretation to the ’solid color bar on white’ trend.
Line up of pure american, essential water, and vitamin water.
photo credits: stephen jackson
November 3rd, 2009 at 5:49 am
Casey’s logo needs to be submitted to http://www.yourlogomakesmebarf.com/…
November 3rd, 2009 at 10:27 am
Ann – thanks for that link! what an amazing site.
November 5th, 2009 at 4:42 pm
Hey, some people do like taste of cough syrup.
December 4th, 2009 at 12:45 pm
So instead of the horizontal colored bar, PureAmerican took the Coca-Cola ribbon and had it peek out from beneath the slightly curved bar. Just thought of that because VitaminWater is a Coca-Cola product.
December 4th, 2009 at 1:32 pm
Spaghetti-O’s – good call. I think vitamin water is owned by ‘Glaceau’. Is that a part of Coca-Cola? And pure-american seems to be a Walgreens brand. Maybe they were inspired by http://www.vitaminwater.com/ – and all the curved shapes. Either way, its nice that ‘PA” incorporated some curved elements. Thanks for reading.