How a Mineral Water Brand Like New Zealand Crew Developed Its Look
The visual identity of a mineral water brand has a strange kind of burden. It has to do two jobs at once, and both matter a great deal. First, it has to signal purity, trust, and restraint. Second, it has to do that in a crowded cooler, on a shelf full of objects that all want to look clean, premium, and vaguely alpine. If the design misses, the water still tastes the same, but the brand disappears. If it overreaches, the bottle starts to feel dishonest, too glossy, too eng
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