Extending an Icon

Functional waters are becoming part of a broader shift towards wellbeing. Consumers want more from hydration: purposeful benefits, clean ingredients and simple ways to support how they feel. Yet much of the category still speaks in the language of performance and optimisation.  

SPA saw an opportunity to do things differently: to make functional wellbeing more accessible and part of daily life. 

WeWantMore partnered with Spadel to create SPA Active from the ground up, from research and strategy through to identity, packaging and photography. The challenge was to bring modern functional wellbeing to a mainstream audience while making it unmistakably SPA.

A Softer Kind of Functional

The strategic idea was simple: protected SPA water enriched with natural ingredients to support wellbeing. A functional drink that feels purposeful, but never clinical. Active, but never shouty.

Rather than asking people to optimise their wellbeing, SPA Active is designed to support it more naturally. This gave us an opportunity to expand SPA’s existing identity system with new design codes created specifically for the range.

Making SPA Active Distinctive

The name sets the tone. SPA Active retains the recognisability of SPA, while “Active” gives the range its own sense of energy and purpose.

The visual identity brings structure through the contrast of Aktiv Grotesk and Roca Light Italic. An elliptical device wraps continuously around each bottle, inspired by stepping stones. It creates a sense of movement and consistency, reflecting the small choices that build towards something bigger.

SPA’s signature blue is extended with a new Active Yellow, giving the range fresh energy while maintaining a clear connection to the mother brand.

"Creating SPA Active meant building something new while staying true to everything consumers already trust about SPA. As we extended the brand into the functional water category, WeWantMore helped us translate that ambition into a clear and compelling identity. They created a brand with its own personality and energy while keeping it unmistakably SPA. More than that, they were a true partner throughout the journey, challenging our thinking, embracing our vision, and making the collaboration both inspiring and enjoyable."

— Manon Décarre, Marketing Manager SPA & BRU