SOBE LIFEWATER

Assigned by Arnell Group, Inches & Millimeters created the new structure for Sobe lifewater. This product is part of the vitamin water category. As such, it needed to be part of the simple form language that defines the category whilst being unique. This was achieved by adding an imprint of the tail of the lizard. This visual detail doubles as a function grip.

The new packaging as part of an overall brand push increased sales by 350% in the first quarter of sales.

In 2009 during halftime at Superbowl 42, SoBe premiered a tv advertisement featuring the new bottle design.

Year: 2008