Bubly cracks a smile with a brand idea and design system built to outshine La Croix

Launching a new product in the highly competitive sparkling water category required going beyond product features to create an emotional connection. By analyzing cultural trends, we identified an opportunity to bring the brand to life for a target audience we called Generation Play. This group shares a belief that every moment can be a moment for fun if you let it happen. To reflect this, I helped to create Bubly, a sparkling water brand designed to bring a smile to every sip. As one of the Creative Directors, I collaborated to conceive the name Bubly and shape the creative strategy. I created the logo, visual identity, and playful design system, including the iconic smiles unique to each of the eight original flavors. Every element was crafted to bring the brand’s fun and optimistic personality to life in a way that connected deeply with millennials.