FUNNY WATER

Funny Water is a newly launched alcoholic, flat water. My collaborator Brendan McAuliffe and I were approached to lead the brand identity and packaging design for the company. Our solution was to contrast the name "Funny" with a self-depricating, dry tone of voice that is purposefully not funny.  When developing the logo, we created a droplet character "Drip" who never smiles, its facial expression as flat as the beverage itself.  

CLIENT:   FUNNY WATER / LOUGHRAN & CO
CREATIVE DIRECTION & DESIGN:   MAX AMATO / BRENDAN MCAULIFFE