Once, in my childhood, I was sitting on the balcony of an old hotel, and a heavy rain was pouring down. The rain began to drip onto the floor, forming puddles. I decided to put a glass on the edge of the balcony and watch what would happen. The water in the glass filled up, but not from a tap, not from a pitcher — straight from the sky. From the very clear clouds.

Idea

Young people 50–50%, 18–50 yo

TA

Medium +

Segment

Packaging for the new product

Task

USP

New raw material: purified rainwater

The label design interacts with the material of the can itself, since metal has excellent mirror-like properties. Thanks to a cutout in the label, the entire logo becomes metallic and takes on a different appearance depending on its surroundings. The other side of the can is its inversion — now the logo's background reflects the space around the can.

Metallic texture

The black section retains the product's technical information, while the blue section carries the brand's color and refers back to its essence — a color associated with rain as it circulates through different states of matter: it can be the sea, steam, snow, dew on flowers, and even soda.

CLEAR CLOUDS CLUB

The product has its own community. Perhaps it's a community of cloud dreamers envisioning a bright future, or perhaps it's people with pure moral values. In any case, these are definitely devoted fans of the brand who would buy the brand's merch and become part of its marketing campaign.

Valeria Pchelintseva

Designer

Valeria Pchelintseva

Idea