The Crystal brand is the leader in the mineral water market in São Paulo, Brazil. It is immediately recognized by its packaging design and by the crystals engraved into the bottles’ body. Crystal Sport, the sports version of the brand, was marketed in the same standard 510 ml bottle version, only the label and the lid being different.

To improve the brand segmentation strategy through the packaging, it was necessary to create an exclusive design for Crystal, focusing on consumers practicing sports.

Instead of creating a mere miniature version of the adult bottles, an innovative concept was created based on a simple premise: all children like to play in the water.The design inspires the fantasy of a dive into the Crystal world. Have you noticed the little nose underneath the diving mask? Playful, these elements facilitate the squeezing of the bottle and strengthen its structure, making it lighter.

The collectable labels feature the Super Crystal character in amusing water scenes. The lid, alluding to a baby bottle’s spout, creates a sense of comfort and security.

Sales went up by 30% and the brand now dominates the athletic mineral water segment.