FIJI Water
Digital Design System
Background
As part of FIJI Water’s rebrand, I developed a digital design system to bring the refreshed identity to life across social media, digital platforms, and email. This system provided cohesive, premium assets that reinforced brand consistency and supported FIJI Water’s subscription-driven growth. Through tailored layouts and scalable elements, it enhanced engagement and ensured a unified digital experience.
My Role
Brand Designer
The Design System
The FIJI Water design system was created to ensure consistency and cohesion across social and digital assets. It includes comprehensive guidelines for logo usage, color palette, iconography, typography, product and brand imagery, as well as digital elements and their application. This system serves as a framework to maintain the brand's premium and distinctive identity while streamlining the creation of assets across platforms.
More Than Water…
The photography for FIJI Water tells a compelling story of purity and untouched origins, guiding viewers through its journey from tropical rainstorms to volcanic rock filtration and pristine aquifers. Each image immerses consumers in the lush, remote environment of Fiji, reinforcing FIJI Water’s unique selling point: a product sourced from an unspoiled paradise.
This visual storytelling not only highlights the water’s quality and natural filtration process but also creates an emotional connection, positioning FIJI Water as a premium, naturally sourced choice.
Typography
The use of Futura PT and Baskerville offers a balance of contemporary and timeless aesthetics. This pairing harmonizes the brand's legacy with its progressive mindset, guaranteeing legibility.
Color Palette
The color palette is inspired by the natural colors of Fiji’s environment, from vibrant hibiscus flowers to the deep blue waters.
Interactive Elements & Iconography
This section defines the interactive components that shape FIJI Water’s digital experience. Buttons, radio buttons, checkboxes, and toggles are designed to be intuitive and visually aligned with the brand’s clean and premium aesthetic. Paired with a cohesive set of custom icons, these elements ensure seamless usability and a polished, consistent look across all digital platforms.
Components and Usage
By creating a modern, clean, and visually appealing design system, FIJI Water’s new brand identity effectively communicates its story and values, enhancing customer engagement and driving growth.
