Welcome to my last project for photography course at the DESIGN FACTORY INTERNATIONAL in Hamburg in September 2022, I had to design a fictional campaign under the observation of my teacher Tom MEDICI. The constraints were to not use human beings in our photographs, we had to design 3 posters and to create a logo and a brand slogan if necessary.
So I needed to find a concept with products (only objects) and obtain visual compositions interesting enough to make posters of it.
WATER FOR 4700€
While my shopping I was surprised to see the difference of price for simple bottles of water. Going from 99 cents to 5 or even 10€ per bottle. My aim goal was therefore to accentuate this price difference and create a luxury brand for water. However, against all odds this water is nothing special. It is simply "pure", the only particularity of this water is its price, excessive for a tiny bottle (around €4,700 for 30ml).
Cristallo Tributo A Modigliani water is currently the most expensive water in the world.
Its price reached the sum of $60,000 at auction (approximately €52,500) for 750ml.
Just a single sip of this water is worth almost €4,200.
A SERIOUS PROJECT ?
Water is a vital resource that must be easily accessible to everyone. However, I noticed prices that could vary for little or no real reason from one brand to another. So I decided to push the vice further to create the most expensive brand of water in the world. Like a kind of criticism or satire of the consumer society, This project brings a vision of luxury to an area that shouldn't have any.
HOW STICK TO LUXURY CODES ?
It is a 100% distilled and demineralized water of 30ml in a glass vial, sober and without label. To bring elegance in order to stick as much as possible to the codes of luxury. My logo uses a typography with serif. There is also a detail that recalls the water in the hollow of the "U". This logo is completely in line with the habits of luxury consumers. Inspired by perfume advertisements, the posters aim to make people feel thirsty in situations where there is a shortage of water. This detail is supported by the slogan “The Last Drop” from one of the posters. Despite a cold aspect in the colorimetry, the only source of water is this vial. Photography brings reality and truth to the viewer. A reality that consists of the name of the brand, the details of the vial but also the second slogan "Just Clearer".
This project is surely the most personal and the most interesting of all those that I have already been able to design since the beginning of my studies. Based on a lambda reflection and driven by the desire to create an absurd and serious project at the same time. I had to take more time upstream than usual to create my concept but above all to imagine a relevant composition based on my references.
