Vitaminwater
Label Me A Winner
An interactive label-making experience that put creativity in the hands of vitaminwater fans.
View Live Experience ↗
Overview
vitaminwater wanted to give fans something normally controlled by the brand: the label itself.
For the Label Me A Winner campaign, our team created an interactive experience where fans could choose a flavor, customize a vitaminwater label, enter the contest, and share their creation on social.
I led the experience from early concept and interaction design through final visual design, working closely with production and development to launch in two weeks.
The Challenge
Turn a vitaminwater bottle into a creative canvas.
The challenge was making customization feel expressive without overwhelming users—or creating designs that couldn't realistically work within the limited space of a bottle label.
We needed to balance creative freedom, usability, brand expression, and technical constraints.
From Concept to Interaction
Making the journey simple enough to feel playful.
Our team started with a collaborative whiteboard session to define the shortest path from inspiration to submission.
The core journey became: Choose a flavor → Add your message → Customize → Preview → Enter → Share.
Choose a flavor
Add your message
Customize the label
Preview your creation
Enter the contest
Share your label
The Label Maker
The bottle became the interface.
The Label Maker was the heart of the experience—and the most challenging feature to design.
Labels have very little usable space, so completely unrestricted customization could quickly create something unreadable. Instead, we created a focused set of controls that gave users room to experiment while keeping the label legible and on-brand.
Final Experience
From customization to sharing.
The final experience brought the full journey together—from entering the campaign and choosing a flavor to creating a label and sharing the finished design.
Original Campaign Experience
Try the label maker.
The original campaign experience is still live. Explore the interaction and create a vitaminwater label yourself.
Launch Label Maker ↗Archived campaign experience. Some contest and social features may no longer function as originally launched.
Outcome
In two weeks, we turned a campaign idea into an interactive experience that let vitaminwater fans become part of the brand.
The project was an early example of designing at the intersection of brand, technology, interaction, and participation—turning consumers from an audience into creators.