Levissima+
From packaging design to special activities
- Below the line
- Packaging design
- Consumer communication
- Packaging
- In store materials
- Event materials
- Stickers
A relaunch developed starting from a strategic basis: every element on the 50 cl bottle labels had to be maximized in order to highlight a unique water, enriched with vitamins and minerals, perfectly suited to today’s lifestyle.
A second step involved the creation of a smooth storytelling, visually enhanced thanks to the selection of specific colours, designed to guide shoppers from the FOP to to find out detailed information on the back of the pack.
On the front of the label, two horizontal graphic strokes were introduced. The brighter one encapsulates the product’s name, while the lighter one works as an abstract surface for the illustrated depiction of the ingredients, distinctive elements of all six variants: Magnesium, Potassium, Vitamin B, Zinc, and the two innovations - Draining (with Vitamin B and hibiscus flowers) and Toning (with Vitamin B3, zinc, and rosehip extract).
On the back, the key benefit of each bottle is highlighted by the same graphic element introduced on the front. Moreover, at the centre of the label, a clear a precise conceptual division in 3 bullet points traces an overview of the benefits: the source, the properties of the ingredients, and the distinctive qualities of the flavour. Below, a call-to-action promoting cross-selling completes the communication.
The 3rd edition of Milano Beauty Week, held in September 2024, enlivened the city with a rich programme of activities taking place in the streets, squares and cultural landmarks, to promote the culture of beauty and wellness.
Levissima, the official Hydration Sponsor, was present throughout the event at the central staircase of Palazzo dei Giureconsulti, with a display focused on the Levissima+ range of functional waters and the importance of daily hydration.
To design the communication materials for the initiative, the brand entrusted ATC - All Things Communicate.
Based on the concept of a “wellness routine,” the agency designed the materials with a focus on actively engaging visitors and guiding them to the discovery of the wellness-oriented waters, as well as to the activities of the final day of the MBW. These activities combined the hydration journey, fitness - with open yoga and pilates sessions - and skincare workshops, positioning Levissima+ as part of a healthy lifestyle built around everyday habits.
ATC developed a strategic installation, consisting of materials with different characteristics, formats and purposes, with a focus on product awareness and clear communication of the purpose of the event, in addition to highlighting the special partnership for Wellness Routine by Levissima+.
The creativity designed by ATC - All Things Communicate started from the key elements of the brand's visual communication, first and foremost the mountain peak, but also gave space and prominence to the bright colours typical of the six varieties of the Levissima+ range, creating a common thread throughout the set-up.
In this way, backdrop and bottle display were able to showcase the Levissima+ references, with texts emphasising the importance of hydration in the wellness routine, communicating the positioning of the product while inviting to discover the range.
The wellness wheel featured the visuals and shades chosen for the three installation themes, to underline them and to show the prizes up for grabs.
Finally, the visuals for wall banners and stickers focused on the range packs to create awareness and on the communication of the details of the event itself.