Client:
Villa del Sur
Country:
Task:
Redefining the Mineral Water Category Through a Limited-Edition Artist Collaboration
For Villa del Sur, Danone’s historic mineral water brand in Argentina, Imaginity conceptualized and developed a rebranding and packaging design strategy that introduced bold color into a traditionally white-and-blue category. The "Artist Edition" transformed the mineral water aisle by combining local artwork, vibrant color, and the warmth of family gatherings without sacrificing the perception of natural purity.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Selected Artist Illustrations: Custom artwork by prominent illustrators—Pum Pum, Claudio Baldrich, and Tute—portraying family connections with warmth, authenticity, and visual storytelling.
- Disruptive Color Palette: A cheerful, expressive color combination that adds strong personality without stepping into the visual codes of flavored waters or sodas.
- Modernized Logo Identity: Simplification of the iconic traditional logo, removing heavy gradients and star glares for a cleaner, contemporary look.
- Transparent Brand Outline: A clear window border around the brand mark that reveals the pure, crystalline water inside, balancing color with hydration cues.
- Enhanced Claim Placement: Integration of the "Buenas costumbres" claim over a solid color block to improve point-of-sale legibility and frame the central message.
The Challenge
The main challenge for Villa del Sur was low differentiation within a uniform mineral water category dominated almost exclusively by blue hues. The brand needed to position itself as a cheerful, joyful, and family-oriented choice for everyday enjoyment. However, introducing color to the packaging carried a high technical and conceptual risk: crossing visual boundaries and causing consumers to confuse pure mineral water with flavored water or carbonated soft drinks, thereby losing the core attribute of natural purity.
Our Design Process
Starting from a strategic brief, Imaginity initiated a design process centered on visual storytelling using art as an emotional bridge. Our team conceptualized a special edition featuring illustrations by three leading national artists—Pum Pum, Claudio Baldrich, and Tute—capturing moments of family connection with a vibrant yet carefully balanced color palette. In parallel, we executed a strategic logo renewal, refining the classic Villa del Sur brand mark with flat vector strokes and transparent edges opening to the water inside. Combining strategic design with precise prepress printing guidelines across multiple bottle sizes and clear materials, we created a unified brand architecture that ensured pure water remained the primary hero of the packaging.
The Outcome
Our work transformed an everyday bottle into a collectible piece of art that revitalized Villa del Sur’s presence in the market. The "Artist Edition" broke shelf monotony with a fresh, colorful, and innovative proposal, strengthening the emotional bond between the brand and its consumers while solidifying Villa del Sur as the premier mineral water for the family table.
Imaginity is a global packaging design agency specializing in consumer packaged goods (CPG), partnering with market-leading Beverage, FMCG, and CPG companies across Argentina, Latin America, and international markets. Combining strategic branding, custom visual identity, disciplined brand architecture, and prepress print expertise, our agency delivers impactful visual storytelling across our entire portfolio to optimize in store marketing performance and drive commercial growth for global brands like Villa del Sur.
