pure and clear as a droplet of water

pure and clear as a droplet of water

What better embodies all that is pure and natural than refreshing, clear water?

Challenge

Ecover is the world's leading brand of ecological household cleaning products. For the British market, the company developed a new range of ecological personal-care products under the name of Mizu. The brand name and positioning were already in place. They asked Today to find a way to recognisably bring the unique Ecover-concept to Mizu and to develop both the brand and its application.

Solution

Just like other Ecover products, Mizu differentiates itself from the competition by using no artificial or toxic ingredients whatsoever in production. This instantly gave us a starting point for the logo design: the water droplet. After all, what better embodies all that is pure and natural than refreshing, clear water?

By making the water droplet transparent, we were able to turn the logo into a highly versatile symbol that can be applied in many ways. For example, we extended the logo design to a visual style used on the packaging materials for the entire Mizu product line. We also supplied the related copywriting.

What's more, the Mizu water droplet provided more than enough inspiration to create an evocative document to be used as the basis for all further creative work for Mizu.