voss
When VOSS arrived on the scene, the bottled water market was fairly predictable. Most brands were focused on hydration—a sensible strategy. VOSS threw that idea out the window by hiring Neil Kraft, a well-known creative director in the fashion and fragrance industry, to design their bottle. Mary Jo was a designer on his team at New York agency frierson, mee + kraft, where she worked closely with Neil to help develop the brand’s visual direction.
VOSS wanted to position themselves as a luxury brand for the hospitality industry. They sought to capture the essence of the brand—a naturally pure, high-quality product that also looked beautiful enough to leave on the tables in high-end restaurants, hotels and clubs.
Neil designed a bottle unlike any seen before in the bottled water industry, because it took cues from fragrance bottles. Mary Jo assisted him with the bottle design, and she designed the logo. She chose a typography style that was minimal and sleek. She broke with tradition by turning the name on its side, accentuating the vertical lines of the bottle’s cylindrical shape. It all came together as a polished package, and VOSS quickly became known for its sleek, elegant design.
