Launching a new product in a highly competitive category meant that the brand had to tap into something deeper than product formulation or benefit. Analyzing cultural trends brought the opportunity for the brand to come to life and gave dimension to a target consumer, Generation Play. We clarified the role for the brand to play in the lives of Generation Play with a shared belief that every moment can be a moment for fun, if you let it happen. Therefore, we created a sparkling water brand that gives consumers the ability to crack a smile. As one of the Creative Directors on the team, I was responsible for collaborating to conceive the name Bubly and creative strategy. In addition, I crafted and directed the brand idea, identity, visual system, and iconic smiles that are unique to each of the eight original flavors.