evian+ A generative typeface and dynamic branding toolkit. Transforming foggy feelings into fizzy clarity. A bespoke generative typeface and dynamic branding toolkit, enabling an easy global campaign launch in a multitude of languages and markets.

To launch evian’s latest product innovation, I collaborated with Wieden+Kennedy Amsterdam to create a lighthearted and compelling story which would get consumers to try the new evian+ line of products. The playful rhymes and metaphors, such as ‘Feeling Foggy? Get Fizzy.” were staged by a dynamic, animated typeface. To enable a simultaneous global rollout across multiple markets and languages, the typeface was created using Generative Design – effectively automating the design process and allowing for a quick and cost-effective translation and application of the complex visual style by multiple contractors and partners.

Client

evian

Agency

Wieden+Kennedy Amsterdam

My roles

Generative Design Development of the algorithmic branding system Consulting Additional concept & design

Formats

Packaging Out of home campaign collateral Social media graphics Interactive design tool

The fizzy typeface was applied to a suite of digital and out-of-home assets to express the idea of transforming foggy feelings into fizzy clarity.

The Out-of-home consisted of both animated and static posters – one for each of the flavors of evian+. Social assets included fun animations and illustrations showing the transformation from ‘foggy’ to ‘fizzy’ as an invigorating, yet gradual process.

The dynamic branding toolkit allowed for a quick and cost-effective localization across markets. Adapting both static and animated brand assets was made as easy as changing the corresponding text fields and hitting export.

The resulting brand assets can be exported in a multitude of formats – including both vector- and high-resolution raster-formats as well as motion graphics in a high-bitrate MP4 format.

Process and research #1

To create the capabilities of a dynamic and reactive typographic branding toolkit, the first step of the process was to develop a solution which would spawn particles within the boundaries of type. This capability was eventually expanded to work with any form and shape – this can be seen in the demo video of the tool above where fizzy bubbles are spawned within the evian-logo.

Process and research #2

To create a more natural movement and flow of the fizzy particles, the next step was to have particles interact with each other by either colliding directly or having outside forces influence their motion. This research phase resulted in multiple prototypes to see which approach would result in the most desired visual outcome. In the end, collisions were dialed down to allow particles to overlap and create a sense of depth by basically faking a form of parallax motion.

Process and research #3

The final prototype was concerned with allowing certain bubbles to permeate the typographic borders, which added a lot to the visual effect. Additionally, the physics simulation was heavily optimized by integrating a circular quadtree-lookup algorithm, allowing for tens of thousands of interactions in real-time.

A bespoke generative typeface and dynamic branding toolkit, enabling an easy global campaign launch in a multitude of languages and markets.

The campaign rolled out in the US, Canada, Belgium and Switzerland, following the launch of the Drink True global platform in early 2021.