Students from Penn State Graphic Design GD304: Practical Communications, in collaboration with PepsiCo’s Design and Innovation, LIFEWTR Brand and Design team and North Division Marketing, created a series of key visuals to accompany a brand campaign promoting selected series 11 bottle made specifically for the Penn State University Park campus.
©2022 LIFEWTR and the LIFEWTR Logo are registered trademarks.
In collaboration with Shelby Stewart and Kira Lorraine
Brand Campaign, Photography, Art Direction
Research & Development
Tasked with creating a localized campaign for LIFEWTR at Penn State’s University Park campus, we first had to select a water bottle to feature. To ensure the campaign packaging and visuals align with the national brand, we spent time with members of the LIFEWTR team to fully understand their marketing strategy and their brand.
The Featured Bottle and Artist
The bottle that we selected features "Fluid," a short film by Alexandra Cuerdo, who describes it as "a meditation on the power of celebrating who you are." Yên Nguyen, a transgender model, plays the lead role and describes their journey with gender identity.
Alexandra herself is a queer Asian writer, director, producer and author living in New York City who likes, "telling wild, colorful stories about identity, humanity, and all the ways that we can be free."
The idea of celebrating who you are is important to people everywhere, including those at Penn State. At a school so large where people come from different areas of the country and the world with varying interests and cultures, being proud of who you are is a mentality that helps the Penn State community stay an interesting and welcoming place.