80s Art Pop/Expressionism
Brand Reimagining
Illustrator, Photoshop, Printing
Campaign Marketing
INTRODUCTION
Bubly Reimagined is a conceptual rebrand that transforms the sparkling water brand through the lens of 1980s Art Pop and Pop Expressionism. Inspired by the vibrant collision of Japanese Americana, retro consumer culture, and expressive graphic design, the project explores how a beverage brand can become a platform for individuality rather than simply a product. The rebrand shifts Bubly's identity from playful simplicity to bold self-expression, creating a visual and emotional experience that encourages consumers to embrace their unique personalities. Through energetic colors, expressive typography, and nostalgic cultural references, the project positions Bubly as a symbol of creativity, confidence, and personal identity.
DESIGNING METHOD
The design process began with research into 1980s Art Pop, Pop Expressionism, and Japanese Americana aesthetics. Key influences included the era's bold color palettes, hand-crafted artistic energy, consumer-driven pop culture, and the fusion of American iconography with Japanese graphic sensibilities. From this research, visual themes such as vibrant contrasts, expressive typography, geometric forms, and nostalgic advertising motifs were identified. The branding strategy centered on self-expression as the core campaign message. Rather than assigning a single personality to Bubly, the visual system was designed to feel customizable and dynamic, allowing different flavours and campaign materials to embody distinct moods and identities. Packaging concepts incorporated expressive artwork, playful patterns, and energetic compositions that reflect individuality and creativity.
The marketing campaign extended this concept through messaging that encouraged consumers to showcase their personalities, preferences, and lifestyles. Every touchpoint—from packaging and advertisements to social media content—was designed to reinforce the idea that Bubly is more than a beverage; it is an extension of personal expression.
FINAL PERFORMANCE
The final outcome successfully established a distinctive and memorable brand identity that differentiates Bubly within the competitive sparkling water market. By combining the visual excitement of 1980s Art Pop with the cultural influence of Japanese Americana, the rebrand created a cohesive experience that feels both nostalgic and contemporary. The self-expression campaign strengthened the brand's emotional connection with consumers by positioning Bubly as a creative lifestyle brand rather than solely a beverage product. The resulting designs demonstrated strong visual impact, high brand recognition potential, and versatility across packaging, advertising, social media, and promotional materials. Overall, the project illustrates how strategic branding and expressive design can transform a familiar product into a cultural experience that resonates with modern audiences.
