Ruthlessly Rebellious Watermelon Water.
Inspired by the tastiest watermelons on earth, Mela is a bold beverage brand that offers a juicier way to hydrate by sourcing the best, purest, and ripest watermelons to replenish your electrolytes and refresh your spirits. Transporting you from your daily life to a slice of paradise, we sought to envision Mela as a sensorial explosion for the ruthlessly rebellious.
Our new identity celebrates Mela’s brand essence to inspire others to live differently with a watermelon beverage that disrupts the status quo by elevating the shelf through an uber-premium experience.
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Mela gave our team the exciting challenge of developing a uniquely bold and rebellious identity that disrupts the status quo and stands apart on the shelf.
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With a handwritten wordmark and custom-drawn illustrations, we sought to create a personal connection with innovative individuals who value expression and unconventionality, while also delighting a broader market segment and showcasing a pure approach that embodies the product.
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Strategy
Brand Story & Messaging
Identity Design
Illustration System
Naming System
Packaging Design
Campaign Design
Truck Design
Collateral Design
