Logo Bot Flavored Water Logo – There are many different reasons to rebrand and change your logo design, but a change in consumer base is probably the best. A logo is designed to appeal specifically to a narrow consumer base, so it is not a one size fits all proposition. A good example of this type of rebranding can be seen in beverage company Bot.
Bot is a brand of flavored water that is marketed toward children, with enhanced nutrition (which means vitamins). Think of it as Vitamin Water for the kiddos. The former packaging and logo design were definitely aimed at this young market and their children. The background of the packaging was a crisp, clean white, which gave the products a pure feeling. In addition, each flavor had a cute little character that underscored the fact that this was a product for the same age group that loves the Wiggles and Teletubbies. The logo design included the name of the drink in the friendliest possible letters next to the characters frolicking in a cartoony Heaven with trees and sunshine.
Obviously this brand was not going to appeal to adults. Even if the liquid inside came directly from the Fountain of Youth, no same adult would pick it out of the long line of similar beverages. Therefore, when Bot decided to begin marketing to grown-ups, they had to make a serious stylistic change.
The new logo design is decidedly more adult. Gone are the lovable little bots, as well as the clean white packaging. Instead, the bottles have the name of the drink in bold, upper case lettering with chunky serifs. It is hard to imagine a font more different from the old one. To lighten up the heavy lettering, the letters are formed from bubbly circles. Instead of pure and innocent white, the background is brightly colored in a candy-like hue. The flavors are going to stay the same, but honestly, they already seemed rather adult for a child market; most of us don’t consider Meyer Lemon and Plum to be the drink equivalent of a Happy Meal.
The new design for Bot is definitely more adult that the former, but I wonder if it is adult enough. The bubbles and bright colors feel older than the cartoons, but only a few years older—certainly not several decades. Using a single color as the background in the color of a lollipop is simply not marketing to adults. It’s possible that the drink manufacturer is going for a fun and youthful brand, but this bottle will still stand out as a childish choice. If you look at other popular enhanced water brands, they are distinctly adult.
One benefit (and possible disadvantage) of this logo is that it will definitely stand out in the long drinks aisle, but will it stand out in the right way? If Bot’s marketing can make it clear that this is a grown-up choice, it just might work. However, with a name associated with children’s products, Bot will need to show how mature it really is—and this just does not cut it.