NAMING & COPYWRITTING: Naranjo-Etxeberria
GRAPHIC SYSTEM & ART DIRECTION: Naranjo-Etxeberria
PHOTOGRAPHY: Adriana Roslin
WEB DESIGN: Naranjo-Etxeberria
DEVELOPMENT: Andreu Llos
Refix is a breath of fresh air, water extracted from the Atlantic Ocean in Costa da Morte (Coast of Death) in Galicia, Spain. The water is collected from a strategic area —at 70 metres from the coast and 4 metres deep— that has a higher quality than anywhere else on the European coast.
This alkaline water contains all the necessary elements to provide a correct refix for the people who are brave enough to live their lives.
We have created the whole brand from the naming, logotype and brand applications to the packaging, website, brand voice and the campaign.
Atlantic rough water: our DNA
An approach that reflects the spirit of the brand: An overdose of pure sea. A shot of adrenaline. Refix comes from the Atlantic, from the north, from Galicia. The Atlantic is a brave sea, with cold waters, huge waves… It is not something everyone likes, but is our DNA.
The voice for the people who are brave enough to live their lives
Refix is not just water, it is a way of life, of living with attitude. This is why the voice of Refix comes from provocation, a provocative tone to live life but in a healthy way wich encourage you to fulfill your goals but without addictive, in a pure way.
Live now. Refix later
We don´t sell water. That is the reason we don´t want to show the product like the center of the campaign, we showed the lifestyle we want to approach. Our target lives fast and doesn’t look back, they assume the consequences of being themselves.“People who live their life with passion never have to regret about anything. Being yourself is the only way of living. You only live once, you only live once”.
An identity that fits just like water
Adaptation understood as liquid adaptation. If we think about the product: water, it has no shape but always fits to its container. This is the main idea in the brand.
We have chosen the Druk typography. It is a typography that was created in 2011 by the typographer Berton Hasebe and the main characteristic of this typography is that all his family typography expands and contracts. This allows us to be able to adapt to each space, just like water does, simply with one typeface.
A brand with a digital environment adaptability
Since the first approach we knew that we needed adaptability to work in every format from stationery to digital environment. That is the reason why the brand website is made by a modular structure that fits every format.