Poland Spring has been part of the Northeast since the nineteenth century, tracing the brand back to 1845 and still sourcing its spring water in Maine today. For the sparkling range, Interact smartly brings that history back to the bottle, replacing the old wall of oversized fruit with rolling hills, pine forests, and a winding blue spring inspired by national park and travel posters. Fruit becomes a playful accent rather than the main design element, while changing skies of lime, yellow, pink, and purple make flavors easy to distinguish without losing that unmistakable Poland Spring green.
Overall, the update taps into regional storytelling, which I think we’re seeing more and more in the CPG space, but what makes the refresh click is how confidently it celebrates where the water comes from, while many sparkling waters compete on fruit, color, and flavor first.
Dan Gladden, Executive Creative Director of Interact, discusses more about how the design came to life below.
