The introduction of this new product offering (mint water) in the competitive bottled water market necessitated a design that stood out on the shelves. A tall and slender custom PET bottle, an oversized metallic pressure-sensitive label and a field of vibrantly colored dots conveyed its unique flavor profile, while the typographic treatment expressed the simplicity and purity of its contents. Because of its surprisingly bold taste, a system to measure the relative degree of 'mintiness' was developed to build consumer expectation.
