Aquafina Labels Capture Movement and Fluidity

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Pepsi reveals a new logo and label design for its bottled water brand, Aquafina, the first thorough refresh in 20 years. The new logo is the work of PepsiCo’s Design & Innovation Center, led by Chief Design Officer Mauro Porcini.

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To rejuvenate and elevate the brand, the solid blue background of the old Aquafina logo has been replaced with a pattern of translucent waves in three shades of blue, while the mountains have been transformed into a subtle pair of Alpine peaks that suggest a clean, icy landscape. A new word mark, ditches the heavy use of serifs, and replaces them with a simple, approachable and crisp sans serif font. The PepsiCo designers say that “the new identity captures a sense of movement and fluidity.”

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