a glimpse into the process

Contigo was in an awkward space, losing share and sell-in, in a category that was quickly being commoditized. What was once a space where innovation was key - and Contigo led strongly - fashion and lifestyle were leading, with water bottles becoming an accessory related to personal style. The pages here are from the first pitch decks of the process of a graphic refresh, meeting the challenge of a brand that needed to celebrate trend, pattern, lifestyle, and multiple tiers of products, considering the canvas, imagery, motion graphics, video, and relationship to opposing need states and daily moments. This became the basis for the brand moving forward, allowing for customization of new sub brands, and influencer campaigns, including fitenss influencer Ally Love. Sr Art Directors: Dan Murrin // David Magarity Art Directors: Cayla Fanelli // David Serdena Copywriting: Michele Axt Imagery & Video: Pixel Studios (internal Newell teams)