WAWA: Sparkling Water Reimagined
As a branding curator I champion projects that make category rules feel optional, and WAWA does exactly that. Created with footballer Sam Kerr, the identity by OneMay swaps minimalism for exuberant personality. Chunky wordmark, sunlit palette, and surreal illustrations build distinct flavour worlds, each promising escapism. This is branding that sells feeling, not just function, and it demands a closer look. It injects color into supermarket shelving, making consumers stop, smile, and reach. Packaging performs as hero, translating flavor moods into unmistakable moments, from Purple Haze dreaminess to Palm Halo sunshine. It proves playful design can drive real desire today.
As a curator I admire how WAWA reframes sparkling water as expression, not compromise. From social content to merchandise, the identity carries consistent emotion and unmistakable tone. Lee Weaver’s idea, that feeling should outrun guilt, resonates strongly with modern consumers. If your work seeks inspiration on breaking category rules with confidence, study this project. The campaigns image system, surreal collages, and flavour storytelling offer clear playbooks for bold repositioning. Read the full article for visuals, insights, and design rationale that challenge convention. As a branding curator I recommend this case as essential inspiration for daring, commercially minded creativity. See it.
Source: www.creativeboom.com
