Ruthlessly Rebellious Watermelon Water.

Inspired by the tastiest watermelons on earth, Mela is a bold beverage brand that offers a juicier way to hydrate by sourcing the best, purest, and ripest watermelons to replenish your electrolytes and refresh your spirits. Transporting you from your daily life to a slice of paradise, we sought to envision Mela as a sensorial explosion for the ruthlessly rebellious.

Our new identity celebrates Mela’s brand essence to inspire others to live differently with a watermelon beverage that disrupts the status quo by elevating the shelf through an uber-premium experience.

The Challenge.

In a crowded functional beverage category, Mela needed to carve out a distinct identity—one that celebrates its fiercely bold personality while maintaining an elevated, world-class presence. The challenge was to transform Mela into a sensorial experience, transporting consumers from their daily routine to a slice of paradise. The design had to communicate purity and refreshment while embodying an attitude of fearlessness, energy, and defiance against convention.

Our Approach.

We leaned into Mela’s rebellious spirit, crafting an identity that is as expressive and unconventional as its consumers. A handwritten wordmark adds a raw, personal touch—symbolizing authenticity and individuality. Custom-drawn illustrations bring the vibrancy of fresh watermelon to life, reinforcing the brand’s commitment to natural ingredients while creating a playful and visually arresting aesthetic.

The packaging system is designed to make an immediate impact. Bold, dynamic typography and an electrifying color palette create a sense of movement and energy, capturing the brand’s essence of freedom and excitement. The visual language resists conformity, embracing asymmetry, fluid shapes, and an unpredictable rhythm that mirrors the untamed nature of Mela’s flavor and personality.

Beyond aesthetics, we ensured that Mela’s new identity fosters a deep personal connection with consumers who value self-expression and authenticity. The rebellious yet sophisticated design speaks directly to those who refuse to blend in, inviting them into a world where hydration is more than just function—it’s an attitude, a statement, and a way of life.

The Impact.

Mela’s new brand identity redefines what it means to be a watermelon water. It’s no longer just a refreshing beverage—it’s an experience, a movement, and a symbol of unapologetic self-expression.

By embracing a design language that is both rebellious and premium, Mela stands out on shelves, captivates consumers, and establishes itself as the go-to choice for those who crave something different. With its striking new look, bold storytelling, and an irresistible air of defiance, Mela is set to disrupt the beverage industry and redefine hydration as an act of rebellion.

“Thanks to Levie, we’ve seen a 10X increase in sales, mostly from the new brand and packaging they created for our products, but also from all their other work. The Levie team has been great at incorporating the couple of changes I’ve asked for throughout the process as well, and beyond just integrating my requests, they’ve improved on them. The work is much more creative than I imagined it would be.”

Dominic Purpura (CEO)