McKenzie Mist Water Rebrand
Literally Out of the Ashes
Logo | Labels | Vehicles | Everything else
Tragedy struck!
McKenzie Mist Water Company is a pure, artesian, bottled water company in Eugene, Oregon. It is family-established and woman-owned. Since the Holiday Farm fire in 2020, company president Molly Morris has been rebuilding her company’s infrastructure. The fire in the Oregon Cascades raged for weeks, destroying forest, landscape, businesses, and leaving many homeless. Molly lost her production facility as well as her home located near Blue River, Oregon.
The phoenix rises.
Before the fire, Molly and I had been talking about new labels for her bottled water, after the fire and having rebuilt her facility, we started to talk about a whole new look. A rebrand. A refreshed look for a refreshed business.
Molly’s passionate about the purity of her product and its health-promoting properties as this excerpt from McKenzie Mist’s About page describes:
High in the McKenzie River Valley, on the forested western slopes of Oregon’s Cascade Mountains, in an area renowned for the purity of its water, a heavy mist shrouds the landscape. Drop by gleaming drop, it saturates the lush surroundings, filtering down through ancient layers of volcanic rock. Two hundred and eighty feet below the surface, this water runs, so naturally purified that it needs no alteration by human hands. At our private and protected deep-well source, we harvest nature’s most perfect drink and offer it so that you may Rehydrate, Refresh and Rejuvenate!
Out with the tired and in with a bright new face for the brand’s new beginning! Brighter, crisper, and more refreshing like the water itself. So starting with word descriptors like pure, pristine, unaltered, refreshed, and icy, we painted a new picture of what McKenzie Mist looks like. As Molly, McKenzie Mist’s owner, likes to remind people, McKenzie Mist is not just another bottle of filtered tap water! The water is gathered from the rain and snow in the Cascade Mountains. It hasn't been disinfected (or made lifeless and de-structured) by chlorine, bromine, or ozone. It’s naturally clean, pure, and ready to drink right at the source. The bottle labels, delivery trucks, website, and every customer touch point are designed to make that clear!
Icy, crisp, refreshing. That’s McKenzie Mist. So we treated the beautiful original drop in the McKenzie Mist logo to a face lift.
Brighter blues and whiter white spaces. Keeping the drop, we brightened it up and gave it a bit of iridescence.
Think snowflake melting on your tongue.
The Drop
The Refreshed Drop
The Original Drop
We cleaned up and simplified the art and custom font of the logo. As you can see below, the old, original label had a plain black background to showcase the illustrated drop and the McKenzie Mist name.
The new brand expresses the natural magnificence of the water’s birthplace, the Oregon Cascade mountains! Snowy mountains and lush forests create the perfect environment to harvest nature’s truly precious and perfect drink!
The Label
The New Label
The Original Label
Delivery trucks driving through the city streets and neighborhoods of thousands of potential customers is a great way to get the word out and make the McKenzie Mist brand a familiar face. The snowy mountains, trees, and drops of the labels grace the delivery trucks as well. Moving along the streets of town, especially on a hot day, they shout, “Cold and refreshing. Come and get it!”
The Delivery Truck Wraps
The New Delivery Truck Design
The Original Delivery Truck Design
Every business needs branded documents, communications, and a little swag. No job is really too small to complete the look of a brand. From McKenzie Mist’s online presence to sell sheets and playful stickers, and magnets, we strive to make the brand consistent, cohesive, and visible through every touchpoint.
All things McKenzie Mist print…
