Nestlé Waters, the world’s leading bottled water brand, was seeking to extend its field of expertise to drinks in response to consumer expectations. It decided to launch a beverage that would help women lose weight, leveraging an established brand name: Fitness. This brand, already used for the range of cereals, promises gradual but lasting weight loss with its “your line ally” slogan. Nestlé Waters wanted to use this same positioning for a new product with “weight loss” benefits.

Capitalize on the values of the Fitness brand and widen its field of credible expertise to include drinks, while convincing consumers of the weight-loss benefits and making them want to try it.

Dragon Rouge worked on the volume and graphics of the bottle. We:- Created a modern and feminine shape highly evocative of slimness.- Borrowed elements from the Fitness brand’s identity, and particularly the silhouette. Focus was placed on active fibers to underscore the product’s results and give it credibility. We played on appetizing colors and transparency on the sleeve to convey a message of enjoyment and naturalness.On the packaging, the brand and graphics send the same message: active weight loss together with tastiness.