LIFEWTR

Pop Springs, Tiger Rising, and Cosmic Dreams. 

When PepsiCo’s LIFEWTR approached Pocko  to commission an illustrator for their ‘Series 12’ bottles in 2021, we immediately knew that Michela Picchi would be perfect for the job. Michela’s work is so uniquely expressive, it fits perfectly with the message of the campaign.

LIFEWTR’s ‘Series 12: True Colors’ bottles celebrate creators who express themselves by doing what they love, with the aim to inspire others do the same.

Michela and LIFEWTR worked together in close collaboration to develop three bottle designs: Pop Springs, Tiger Rising, and Cosmic Dreams.  Michela’s surrealist-pop illustrations leap off the label and inject colour into their surroundings, serving as a playful reminder to express yourself freely.

Michela connected in particular with this message and product as she believes “water is an incredible metaphor that should remind us to always evolve, and not settle, to be better.”

 

“Working with brands can sometimes be tricky, but this was one of the most positive collaborations of my career. Our collaboration was built on trust and openness and I think that’s why we were able to achieve such great results. I’m forever grateful to them for the incredible learning experience.” Michela Picchi

“It was amazing to produce this 360 degree campaign from conception to launch with the PepsiCo team. Seeing Michela’s work on LIFEWTR’s products as well as in their digital and OOH campaigns is so thrilling – she smashed it!” Nicola Schwartz, CD of Pocko

Michela’s artwork extended into the packaging and into the public OOH campaign. Featured in airports and stores, her uniquely surreal and colourful illustrations found their way into various situations across the United States.

In addition to the campaign in stores and airports, the work was also featured on LIFEWTR’s socials…

…and animated into some beautiful digital content: