Guest reviewer Fred Hart is a graphic designer and strategist in the consumer package goods industry. Today he takes a look at the design elements of Kraft’s latest liquid water enhancer.
The beverage industry for years has been experiencing a monumental shift towards functionality-focused products. Consumers are much more health conscious than they were 10 or even 5 years ago. Combine that with a rise in the ecological awareness of the public and consumers are suddenly willing to carry around their own water bottles, saving both the earth and money as well.
Products like SodaStream, which have gained household acceptance, frees individuals from costly drinking habits, while allowing for flavor customization. SodaStream’s efforts have lead the way for brands like MiO, which offers portability paired with customizable flavors, energy, and now electrolytes. It also happens to FIT just about anywhere (I couldn’t help myself).
The name MiO Fit is strong, to the point and resonates with is target audience. MiO Fit utilizes the existing equities of MiO and MiO Energy, creating product familiarity as the brand widens its reach and scope.
The product’s fun and friendly egg-like structural design is covered in a full-shrink label. Its use of blue as a background color makes sense considering its correlations to water, hydration, and refreshment.
The molecular aberrations to the Mio “M” brandmark (see MiO or MiO Energy for comparison) appeal to the sports science aesthetic and efficacy we’ve all come to expect from category leaders Gatorade and Powerade.
The only thing I question about this product deals with my understanding of concentrated electrolytes. Can electrolytes be concentrated? If they can, why haven’t I seen an electrolyte concentrated product on the market before? It leaves me a bit skeptical partly because I’ve been conditioned to think it comes in large 24oz bottles.
Overall, the branding, design, and proposition are strong. The design sticks to the script, with a few variations, and delivers a straightforward approach continuing MiO’s wave of success.