I was tasked with defining a marked position for a new carbonated beverage, along with creating a visual identity for the "Basis" brand. In order to accomplish this task, I had to identify a target consumer and fine their psycho-graphic persona, develop a visual system to communicate 3 products (Rhythm, Continuity, Balance), define and articulate product attributes and active ingredients, as well as promote end-user benefits and reasons to believe. In the end, I used all of the information that I had collected in order to designs and develop packaging graphics for 12oz aluminum cans, as well as creating a compelling advertising campaign that supports the "big idea".