JKR

It’s the month many of us begin with fresh good intentions. For some, this means a purging of all but the purest foods and behaviours, so there are plenty of brands dealing in weight loss and suchlike itching to sign us up. This can add up to a rather dreary landscape of functional messaging and “reasons to believe”. Evian stands out from this with a witty feel-good approach that has plenty of executional depth. While the roller skating babies seem to be either loved or loathed, the on-theme quotes from the website loading page…

…to groovy widgets and daft facebook presence…

…all convey an impression of a brand enjoying playing with the idea. And in design terms Evian has been putting out a new year limited edition for several years (the mountain is from 2005, and the Paul Smith bottle from this year).

This adds up to a brand not presuming to lecture or aide us on healthier living, but rather bringing a bit of entertainment and engagement to what (according to psychologists) is the month we are most likely to feel down (presumably when we stop believing all those “reasons to believe” from the functional brands and let the new diet lapse).