LBD which was appointed in August 2011 to work up an identity and packaging designs, says it was tasked with communicating balance, calm, hydration and provenance in a way which could transport consumers away from the everyday.
Managing director at LBD Tim Leahy says he decided ‘to tell the story of Chi Island – an escape to paradise far away from busy lives.’
This is communicated through a waterfall – ‘a natural place to revive and re-hydrate’ in addition to ‘the humming birds, the sweetness of the coconuts and the mirrored illustrations which reflect a unique sense of vitality and balance,’ says Leahy.
‘Chi is all about delivering natural wellbeing and now has a really exciting creative platform on which to get noticed with the potential to grow the brand further,’ adds Leahy.
The drink launches at trade fair Food and Drink Expo in Birmingham today.