Coca-Cola launched its Dasani brand of bottled water in 1999. In the quarter century since, they’ve been a category leader, but it didn’t go unnoticed that they were losing ground to newer brands with more visual appeal (we’re assuming it’s a brand that rhymes with “Schmiquid Breath”). Recognizing the need for a brand refresh, Dasani contacted Taxi Studio to help revitalize its identity and maintain its market position with an updated look anchored by a new logotype and color palette.
The “S” in Dasani is elongated and more reminiscent of gentle, lapping water waves, while surrounding letterforms are simplified and modernized. Additionally, Dasani went with a “celeste blue” for its new colorway. The new visual identity is more serene and aquatic, and the simplified presentation is contemporary and more sophisticated. Continuing the H2O fest, wave-like labels lend more interest and shelf appeal than the previously standard straight-edged design, while the updated copy emphasizes Dasani’s clean, crisp, and refreshing qualities.
