LYS – Brand Identity & Positioning for a Premium Water Experience

Objective

To craft a brand identity for LYS—a premium water brand based in the UAE—that translates seamlessly into the European and American markets. The goal was to encapsulate elegance, exclusivity, and memorability across every brand touchpoint, starting from visual identity to physical packaging.

Strategy

Position LYS as a symbol of refined hydration, elevating water from a necessity to a luxury experience. The brand needed to stand apart in a saturated market by emphasizing its signature asset: a crystal-clear bottle that reflects purity, sophistication, and prestige.

Logo Design

The LYS logo was developed to reflect the purity and premium nature of the product. The typography is minimal yet assertive, with custom letterforms designed to convey elegance without excess. The visual language suggests a timeless luxury brand, avoiding ornate embellishments in favor of clean precision.

Packaging Design

At the core of LYS’s luxury positioning is its bottle. We led the structural design process by sketching and proposing distinct bottle silhouettes. The final concept is a 75ml transparent vessel with clean architectural lines—subtle curves balanced by symmetry for visual stability. The screw-cap is finished in bronze, offering a tactile contrast that reinforces the product’s high-end status. Scalability across future formats was considered from inception.

Outcome

A cohesive brand world that blends visual simplicity with sensory luxury—positioning LYS to compete in the premium beverage market internationally.