Wellness on your wavelength. mio, a Kraft Heinz brand, rebrands.
mio, a Kraft Heinz brand and the creator of the liquid concentrate category, has partnered with BrandOpus, a global branding agency, to create a refreshed brand that champions the wellness benefits of mio’s liquid water enhancers.
Shifting away from a product that helps to ‘fix water’, mio’s refreshed look and feel is the first step on a multi-year journey to target the Gen-Z audience and show them that through mio, wellness is accessible, easy and can be personalized to meet their needs.
Working with the brand purpose that mio exists to make living well yours, BrandOpus formed the design idea of ‘Wellness on your wavelength’. However you feel, whatever the situation, whatever type of wellness you’re looking for, mio has the little bottle of what you need to squeeze goodness in. Into your life, into your day, and into your water bottle.
The new brand identity expresses the fluency that mio’s audience wants and expects from their wellness, starting with the new logo. The logo’s soft and rounded font is complemented by the wave-like split of colors across the product packaging – and is a consistent presence across the rest of the brand world through the implementation of the wave pattern, created as a new distinctive asset across all touchpoints.
Alice Waterman, Managing Director US, says: “When mio made the bold decision to reposition and drive momentum within the context of cultural shifts, we were thrilled to partner with them to create a new narrative that could truly unlock the positioning and a visual identity system that brings it to life. Establishing a design that can translate across their small but mighty packaging forms through to a vibrant new look & assets for use across all brand touchpoints, this design is not only flexible & fluid in its depiction of modern wellness, but also in its ability to create a compelling and cohesive brand world.”
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