MiO
water enhancer
A Category of Its Own: MiO Makes Water Refreshing and Fun
The water-enhancing category was ready for disruption!
Powder was irrelevant and messy
MiO created a new category with a holistic flavor experience -Kraft’s fastest-growing launch.
Transformation
The category is built on the transformation from one liquid to another. Never before had that come to consumers in a more convenient and magical way.
The days of scoops, powders, and stirring are gone, and a new era of self-mixing liquid is here.
Dose to Delight
The act of using the product is delightful and fun. Its new ability to accurately dose is another benefit consumers control. Dose a little or a lot, add a little more dial it in just right.
On the Go
A key benefit of this new form is the convenience of use anywhere. This drove the OTG considerations to be top of mind. The shape should be easy to use, and easy to find in a bag just by touch.
Flavor Frankie
Consumer Design Target
For Frankie, being active isn’t a chore—it’s a lifestyle. Her day is packed with work, family, friends, and staying healthy, but she believes health shouldn’t mean giving up what makes her happy. A delicious, refreshing drink helps her unwind, without slowing her down. Energetic, friendly, and always on-the-go.
A Day in the Life
Inspirational design target: A Day in the Life helps the design team to have empathy for the consumer. The target consumer is intentionally aspirational. The products included help the team to get a sense of the world the design will live in.
The purity of a water droplet drives the core of the concept.
Shape Boards
Iconic cap to body integration:
- Expressing water
- Disruptive asymmetry
- Ownable cap-to-bottle integration
Water shaped forms
- Pebble shape package example
- Abstracted pebble
- Pebbles crafted by water
Ownable shape
- Water bottle cues - OTG
- Focus on dispensing - elevate the actuator
- Liquid inspired shapes
Details:
1. EBM HDPE Body
2. Injection-molded cap, butterfly hinge
3. 1-way check valve, assembled
4. Shrink Wrap
5. Tamper evidence
6. Ruled surface (adds label flexibility)
7. Puck, standard conveyed
Work
ZICO COCONUT WaterProject type
Enfamil ChinaCreating a Premium Category
Downy DefyProject type
CourvoisierProject type
Bamboosustainable toothbrush
OXO UpliftProject type
Amtrak Brand ExpressionBrand Expression
MIOKraft
Mr. CleanProject type
OXO SHOWER CADDYProject type
GoogleProject type
AUTOARTS COLLABORATIONProject type
Beam SuntoryProject type
ExtraProject type
Contact
Phone: 646-241-3216
Email: paulfdiehl@gmail.com
Profile: Linkedin?
© pauldiehl 2024
creative director
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