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As you walk along the aisle of the grocery store, you may begin to realize that most of the beverage brands seem to use exactly the same type of plastic bottles. This repetitious tendency is in part what makes this Vitaminwater Capsule design so appealing, differing only slightly in shape from its shelf mates, but embodying a strength of individual identity and a clever formal reference.
Cindy Ng took the nutrient-enhanced feature of the drink into consideration, as it is the aspect that best differentiates this product from the other refreshments in the vending machine. She molded the generic vessel into the shape of a medicinal capsule, reducing the length of the neck and incorporating a domed cap. This Vitaminwater Capsule design is intelligent and effective, speaking of the health benefits of the beverage and incorporating the existing colored branding of each flavor.