Frutagua – Brand and Label Design for Fruit Flavored Water

The Challenge
Tampico wanted to launch a new fruit flavored water product to compete with successful products in Central and South America. The challenge was creating a brand that clearly communicated the product type, felt fun and approachable, and could work across multiple packaging formats. The brand needed to be simple, recognizable, and give consumers a reason to choose it over competitors.

The Approach
I focused on keeping the brand straightforward and literal while still making it visually engaging. The name, logo, and label design system needed to communicate fruit flavored water immediately without confusing the consumer. Bright, playful, and refreshing design cues were key to making the product stand out on shelf while appealing to a broad audience.

The Execution

• Developed the name Frutagua, combining the Spanish words for fruit (fruta) and water (agua) for a simple, fun, and memorable brand name
• Designed a logo with a playful pattern in the “frut” portion, incorporating a green fruit-like texture and a leaf on the “u,” while the “agua” portion used a blue gradient and a droplet-shaped “a” to emphasize water
• Created a label design system that could be adapted across multiple packaging types, incorporating a wavy water pattern in the background to reinforce that it was a flavored water product
• Used three bright, bold colors to differentiate the original flavors, each with a photograph of the fruit to clearly signal the flavor and make the labels visually engaging

The Impact
The Frutagua branding and label system successfully launched as a fun, approachable fruit flavored water product that stood out in the competitive Central and South American market. The straightforward name, clear visual cues, and bright, playful design helped the product quickly communicate its flavor and category to consumers, strengthening Tampico’s presence in the flavored water segment.