We were asked to capture Millennials with an emotionally relevant brand that is grounded in fun and playful positivity. So we targeted a mindset–Generation Play. These are people constantly living life in a perpetual state of play–people who can balance real-world stress by seeking positivity and humor in everyday life.
A sparkling water brand that’s all about personality.
Had the privilege on crafting bubly’s logo. bubly is all about personality, so my approach was to create a friendly humanistic sans-logo. From optically adjusting “b” counters and making them less geometric–to adding a tail on the “l” to give it a little kick. Worked and illustrated the first concept smiles that reside behind every can, each smile referenced the flavor/fruit of the beverage. All while working alongside Pepsi's internal design team.