Designing the can took longer than developing the drink. Not because it is hard to put water in aluminium, but because we were stubborn about a slim white can with almost nothing on it, in a category that loves palm trees and splashes.
We argued about the size, the matte finish, the one line of text on the front. We printed test cans that were slightly wrong and stood them on a table until we could see why. Then we fixed them and did it again.
The result is a 320 ml slim can that says less than anything else on the shelf. That was the goal the whole time, and the part nobody warned us would be this difficult.