Sparkling Water Brand Wants To Make Real Life Feel Like A Daydream
by Rudy Sanchez on 01/14/2021 | 3 Minute Read
To daydream is to take the brain on a little vacation, a decoupling from the weary and mundane present to recharge, refocus, and relax. Of course, reaching such a state can be difficult when the world around you weighs heavily. And for those looking to linger on anything while being whisked away to a more pleasant place—even temporarily—they might need an assist getting there.
Bubly beverage brand Daydream is looking to create that head-in-the-skies state with a low-calorie sparkling water that includes hemp extracts and other herbs and ingredients purported to promote wellness, such as moringa, ginseng, and Schisandra. Daydream comes in three flavors so far—blackberry chai, cucumber lime, and peach ginger.
“We made it specifically in mind for the health-conscious person looking for a functional beverage without any sugar or caffeine to get them through the different stages of the day," says Alex Simonelli, founder and CEO of Daydream. As for the naming of the brand, Alex felt 'Daydream' was about living in the present moment, a time where we can actualize our most authentic and creative self.
The labels are bright and ethereal. Swirls of saturated colors across a gradient flow across the can like a weather map, and each flavor has its own palette. When placed alongside one another, it produces a harmonious landscape, combining like so many Voltrons to form a soothing, fantastical design. “The goal was to create something iconic, direct, and comprehensive," he explained. "Something that could not be missed or mistaken on shelves. The graphics were inspired by the spontaneity of a dream-like state, and we chose very primary colors filled with childlike nostalgia based on the three different flavor profiles."
“My mantra was brand over everything, as the branding and can design would be the housing for our sparkling water for years to come, and would make an impact as our shelf presence,” Simonelli added. “We wanted a unique design language that would cross all barriers and speak to all different kinds of people - especially those who appreciate thoughtful design.”
Daydreams often transport us back to a familiar, idyllic experience when we were at maximum chill. For Alex, that’s Barcelona, and the Daydream designs found inspiration in Caravella, a beer he found in the Spanish city. Making the brand feel cohesive, almost like one continuous canvas, created what he called a "coffee table piece" and presented the kind of visual identity worth displaying in the home.
“The cans all flow into each other, which create an artwork of their own," he said. "The purple from the peach ginger can aligns [with] the blackberry chai can, and so on."
Alex’s new drink brand isn’t just inspired by European beer, of course. While he oversaw the brand and creative direction, he consulted with Barcelona's Hey Studio, as he wanted the brand to have a decidedly European flavor. “European design has a unique potency that is missing from most of North America where marketing is prioritized above design,” Alex says. “The design culture there also breeds fresh perspectives that can cross all international borders. We consulted with a firm in Barcelona, and that lead to our designs back here in Canada really re-shaping into something beautiful.”
The restorative properties of the occasional daydream can offer a boost to one's well-being, and it can endure well past the fleeting moment it transpires in. But lingering mental respites aren’t always possible, especially when most needed. Daydream’s packaging design is soothing and calming, a visual preview of the carbonated treat’s promised comforts.
Daydream is available direct and from select stores across Canada.
Packaging & Dielines 2: A Free Resource