As part of the promotional launch for the new Affinity Designer, the team at Serif invited me to create a conceptual brand for a premium Icelandic spring water. To showcase the tool’s capabilities, they asked me to name the product, design the label, and build the full moodboard and bottle-style direction using only Affinity Designer.
The concept leans into the visual language of premium vodkas — clean, icy, and ultra-refined — communicating purity, refreshment, and that ice-cold Icelandic feel.
The label shape draws inspiration from mineral crystals and the sharp edges of ice. The core design blends rigid, faceted geometry with smooth Victorian flourishes, creating a balance of modern precision and ornate elegance.
The colour palette centres on blues, teals, and whites, with a few accent tones and the potential use of foil and embossing for added depth. The bottle itself can be blue, teal, or fully transparent.
An alternative colour option is inspired by the red-painted local houses — a nod to Iceland’s traditional architecture and its striking contrast against the surrounding snow and basalt landscapes. This palette adds cultural grounding to the concept while still feeling bold, premium, and visually iconic.
Client
Affinity Designer
3D visuals
Service
Digital, Illustration, Lettering, Packaging