Before & After: Bot Water
by First name Last name on 05/31/2011 | 3 Minute Read
Bot enhanced water has had a drastic makeover! It was launched in 2007 as a kids beverage, but was embraced by adults. TDA Boulder has repackaged and relaunched Bot to target adults. Full details below. Share your thoughts on the redesign below!
"New packaging for enhanced water bot marks the brand’s relaunch as an adult-targeted beverage. The new look is by advertising/design agency TDA_Boulder.
The new brand identity is characterized by a prominent, white dot pattern, intended to appear modern, friendly and light. Super-primary color blocking (green, orange, blue, red, yellow, purple) across the different flavors?aims to create a strong shelf presence. In their previous design format, the bottles shared a common white background, with different colored type and different kids’ characters for the different flavors.
bot was introduced in 2007 as a kids’ beverage, with marketing targeted to moms. It is a slightly sweet, low calorie, flavored water with all-natural ingredients (no HFCS, no dyes) and enhanced with vitamins and minerals. The drink proved popular with adults and will now be targeted to health-minded adults, 18 – 34. The formula is unchanged.
bot comes in 6.9 fl. oz. plastic bottles, with the new, adult design flexo printed on shrink labels. There are six varieties: Key Lime, Valencia Orange, Blue Plum, Mixed Berry, Meyer Lemon and Concord Grape. Suggested retail is $1.49. bot is sold in upscale food retailers such as Whole Foods and Wegman’s.
TDA creative credits go to designer Matt Leavitt and?creative directors Thomas Dooley and Jonathan Schoenberg.
bot is a product of bot Beverages, LLC, Princeton, N.J., privately held, by investors including TDA_Boulder.
TDA_Boulder, Boulder, Colo., is a strategically-focused creative agency with $30 million billings from clients including, among others, bot, FirstBank, Webroot, Boyer’s Coffee, Sir Richard’s Condom Co., Justin’s Nut Butter, and Avery Beer. tdaboulder.com"
Product: Enhanced, flavored water. Slightly sweet. $1.49 suggested retail. All-natural ingredients, including vitamins and minerals. No high fructose corn syrup, no dyes. Low calorie.
Brief: Relaunch bot for adults. Formula unchanged.
Old target: Moms. bot was launched by TDA in 2007 as a kids’ beverage. It was embraced by adults.
New target: 18 – 34, health-minded
Design strategy: Dot pattern is intended to appear modern, friendly, light. Super-primary color blocking creates strong shelf presence.
Flavors: Key Lime, Valencia Orange, Blue Plum, Mixed Berry, Meyer Lemon, Concord Grape.
Containers: 6.9 fl. oz., plastic, flexographic printing on shrink labels
Designer: Matt Leavitt
CDs: Thomas Dooley, Jonathan Schoenberg
Distribution: Upscale food retailers including Whole Foods, Wegman’s, etc.