mio partners with BrandOpus to unveil brand refresh.

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.

Wider details of the new identity system:

• Wordmark – The new mio wordmark is clear & simple, yet soft and accessible with rounded sans-serif letterforms, always appearing in lower-case, accentuating mio’s role as an approachable presence in our Gen-Z drinker’s life.

• Color – Shifting away from the sterile & mechanical silver of the past, the masterbrand’s contemporary cobalt and cyan blues create a calming yet dynamic combination, working with the color for each benefit to allow individual benefit-led assets & communications.  

• M Wave – The interlocking forms of the M represents holistic wellness –, mental and physical wellbeing coming together to create a positive balance of the two. As a lead distinctive asset for the brand, it drives the ‘wellness on your wavelength’ idea, radiating vibrancy alongside the mio wordmark to add depth, dynamism and storytelling. 

• Wave patterns – Taking inspiration from the M-wave, the fluid benefit led patterns radiate vibrancy while helping to differentiate each benefit by giving them their own tempo and vibe.

• Benefit Icons – the icons play a key role on pack to strengthen communication of the specific relevance and performed particularly strongly in pack testing. They create simple and fun visual cues that can be used off-pack to reinforce mio’s association with different benefits and transition towards a wellness brand.
• Iconic bottle graphic device – heroing the recognizable mio bottle shape, the cobalt graphic brings existing consumers on the journey into the new mio world and connects with the brand at shelf.
• Flume – our photographic flume shows the impact of mio as it hits your water – playing a multi-faceted role of aiding consumer understanding, reflecting the vibrancy and fluidity of the brand while adding mouth-watering appetite appeal.

• Packaging – the packaging design system creates an intuitively navigable system between the different ranges on shelf, maximizing the use of space on the small packaging forms and making mio a breakthrough beacon & brand block at shelf.

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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 For more information contact Ruby Lloyd at BrandOpus

Email: rubyl@brandopus.com

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately $27 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

About Brand Opus

BrandOpus is a global branding agency specialising in strategy, design and identity. We make brands magnetic by collaborating with renowned cognitive neuroscientists to make work that actually works, amplifying our creativity and changing how people make decisions.

Proudly independent and employee-owned, we brand businesses with identity systems that are effective in todays fragmented world.

Founded in 2007, our clients include Molson Coors, Kraft Heinz, First Direct and McCain.