Crystal is the leading mineral bottled water from Coca-Cola in Brazil.

The brand targets young adults living in large cities, who are known as ‘Vitalists’. In keeping with its target’s needs and ambitions, Crystal believes that it can provide the balance and vitality they need to fully enjoy their day, every day.

By proposing a simple change to the bottle’s cap, we made easy for people to carry water wherever they go. We couldn’t perfect the water, but we could improve the packaging. So we made a limited edition of the improved bottle caps.

The cap became an asset for the brand. We created a differentiating factor in a category in which all products are essentially the same: H2O. The cap became a brand asset. We are now working on a new edition with different hook options.