[2012] I was asked to optimize the Glacial brand. Their only request was to keep their iceberg-like "A", and it made sense since it was already a recognizable feature. My intervention consisted in updating the wordmark, locking a flat color for the brand, creating a typography system and ultimately, their packaging. I also gave them a speech that would allow the brand to engage with the audience (it's actually hard to sell water). The headlines have double meaning in Spanish: 1) "Purify your soul / Purify your mind / Purify your body" 2) "It purifies your soul / It purifies your mind / It purifies your body". Do to a limited budget, I couldn't produce original photos with a local celebrity to become the spokesperson, nor did I get to change the bottle on this first stage.

The infamous before and after

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