Project information
Sparkling water bringing more play to the everyday
Working with the team at R/GA in close collaboration with PepsiCo, we helped shape the idea of joy into a brand expression that touched every detail, from the smile you see on the can to the one you feel when you take a sip. We led the design strategy and developed a brand identity that gave each flavor its own personality. The logo, packaging, and visual system were built around a flexible set of smiles, each tailored to reflect the tone of its corresponding flavor. This approach delivered strong shelf presence while allowing the brand to grow with consistency.
At the core of the brand was a generational insight named Generation Play. It captured the mindset of millennials looking for small moments of fun in their day. That idea informed not only the design system but also the voice, tone, and behavior of the brand across retail, marketing, and product. From launch through in-store activation, we brought creative leadership within the R/GA team to help Bubly stand out. Not by chasing trends or overexplaining, but by embracing wit, color, and character. In a category focused on functionality, Bubly stood for optimism.
Results
200%
Increase in sales
Branding and packaging design assisted PepsiCo’s Bubly to double sparkling water sales in one year
8%
Take over of market share
Bubly captured the market share and most of the growth in the water beverage category.
Services
- Brand Identity
- Packaging
- Content Design
