In discussing graphic design strategies for Nestle Waters North America's sparkling water rebranding, Cornerstone Strategic Branding Chief Creative Officer Keith Steimel notes, "From the inception, the key objective and challenge of the restage was to leverage the unique DNA of each of the six Nestle Waters Sparkling brands." He says, "We needed to create a premium identity that complemented the core spring water products while differentiating the sparkling offerings. We showcased the strength of the trademark while visually conveying the unique properties of the fusion of fruit flavor and sparkling spring water. Coupling the branding unit with the sparkling communication ensured brand prominence while conserving space for the new creative elements.
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