AirUp offers a brand-new offering in the bottled water category: a bottle with a scented insert that you smell as you drink plain water, which tricks your brain into believing you are drinking flavored water. Its creators worked with Mother Design London to create a new identity for the innovative product.
The identity uses a palette of colors that suggest flavors, plus surreal photography that suggests the mind-game of the experience. Text is a mix of lower- and uppercase lettering, again tweaking the normal sense of life. The tilt of the new logo evokes the “bottoms up” action of drinking from a bottle.
Call it the Bumble fumble. The dating app’s recent rebrand did much more to upset people than achieve any marketing gains. Women in particular felt that Bumble was particularly tone-deaf when it came to understanding why they are frustrated with dating. They believe the “rebrand” was actually just a thin coat of paint on the old brand, not an actual improvement of the product or its delivery.
