The objective of this project was to expand the Crystal Light line by creating a product for women who are looking for beverages with enhanced benefits without the artificial ingredients typically associated with a powdered beverage. The challenge was to communicate “pure and natural” without losing the trust in the great taste known of the Crystal Light brand. If we compare this line extension to the base Crystal Light packaging you can see that the use of white was maintained not only as a strong recognizable equity, but also because it speaks freshness and purity. To give these packages a less artificial feel, the treatment of the “wave” of water and fruit became less enclosed and the color saturation reduced. To avoid a feeling of dryness the natural cues were kept to a minimum, while the focus on “pure” perfectly communicated a refreshingly healthier and on-equity option for Crystal Light.
