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Coca-Cola launched its Dasani brand of bottled water in 1999. In the quarter century since, they\u2019ve been a category leader, but it didn\u2019t go unnoticed that they were losing ground to newer brands with more visual appeal (we\u2019re assuming it\u2019s a brand that rhymes with \u201cSchmiquid Breath\u201d). Recognizing the need for a brand refresh, Dasani contacted\u00a0Taxi Studio<\/a>\u00a0to help revitalize its identity and maintain its market position with an updated look anchored by a new logotype and color palette.<\/p>\n The \u201cS\u201d in Dasani is elongated and more reminiscent of gentle, lapping water waves, while surrounding letterforms are simplified and modernized. Additionally, Dasani went with a \u201cceleste blue\u201d\u00a0for 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\u2019s clean, crisp, and refreshing qualities.<\/p>\n