Context:

In this project for Danone, we developed an innovative way to interact with the brand, from the connection between physical product and online platform. The project consisted of redesigning labels for Bonafont's 10 and 20 liter water containers, through which the consumer could access the brand's universe and understand the "infinite cycle" - which represents the brand's sustainability pillar.

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Concept:

The infinite cycle

Bonafont is a highly sustainability-driven brand, and the HOD (Home Office Delivery) market - as the gallons are called internally - is an exceptional opportunity to expand those boundaries.

The challenge, however, is that the consumer still perceives this type of product as being of inferior quality, since the water comes in reusable packaging. There is competition in the market from small producers, who undermine the reliability of the product and put downward pressure on the price.

Besides being produced from recycled plastics, Bonafont custom orange gallons are returnable and go through a highly technological process of sanitization before restarting their life cycle. This circular movement is what inspired the concept for the digital platform, which was built to explain the benefits of consuming water in this type of format (as opposed to 1.5 liter PET bottles, for example).

The " infinite cycle" can be accessed by a QR code on the new labels, which redirects the consumer/user to an endless loop on the webpage of the product, revealing how hygienic, technological and sustainable the process is within Bonafont, increasing consumer loyalty and reinforcing the preference for more sustainable ways of consuming water.