ABOUT

aQuellé FLAVOURED STILL
THE ART OF LIGHTNESS MADE VISIBLE
A New Kind of RefreshmentWhen aQuellé set out to create their new Flavoured Still Water range, the goal was simple yet ambitious: to reflect a shift in consumer behaviour toward lighter, cleaner hydration, while preserving the iconic presence of the brand that South Africans know and trust.Known for its vibrant sparkling range, aQuellé needed a Flavoured Still expression that felt unmistakably theirs, yet introduced a softer, more modern visual language. One that communicated clarity, healthand ease. A gentle evolution that brings the brand into a new era of refreshment.

THE CHALLENGE
aQuellé Flavoured Still needed to land two things at once:Instant recognition and immediate differentiation.Health-conscious consumers increasingly seek products with less sugar, fewer additives, and visual cues that signal “pure hydration” rather than “sweetened flavour.” But the category is crowded with loud colours, busy graphics, and aggressive flavour cues.The challenge was clear:Create a design language that embodies subtle flavour, clarity and purity, without losing the heart of aQuellé’s brand world, or confusing it with the sparkling range.

DESIGN INSPIRATION
The creative direction was anchored in a simple idea:Flavour, but softly. Hydration, but beautifully.Where the sparkling range is vibrant and effervescent, Flavoured Still needed to feel light, modern and effortlessly refreshing. The inspiration came from the product experience itself, gentle flavour infusions, soft aromatics, and a clean drinking sensation.From this, a visual world emerged:- airy gradient washes that echo real ingredients- flavour-true hues expressed with restraint- typography that feels clear, calm, and confidentThe essence: a Flavoured Still water that looks as light as it tastes.

DESIGN SOLUTION
The design solution expresses a visual language of lightness through subtle gradients, soft transitions and flavour-true palettes that feel gentler than the sparkling range. The hierarchy keeps aQuellé as the clear hero, with “STILL” elevated for instant shelf recognition. By embracing space over dense texture, the design feels clean, calm and contemporary: a refreshing, unmistakably aQuellé Flavoured Still identity.

THE RESULT
The new aQuellé Flavoured Still Water range positions the brand at the forefront of modern hydration. Light, airy, and relevant, the design captures the shift toward healthier choices without losing the brand’s iconic confidence.The final expression is refreshing in every sense: a Flavoured Still water that looks exactly how it tastes, clean, subtle, and inherently aQuellé.