Fountain is a new craft sparkling water infused with the highest quality CBD and all-natural flavors. The drink combines two trends in healthy living: The remedial properties of hemp-derived CBD (cannabidiol) products are fueling an exploding market projected to reach $15 billion by 2025. At the same time, sparkling flavored water is one of the fastest growing categories in the beverage industry, with sales of $2.45 billion in 2019 alone.

Pentagram designed a colorful brand identity for Fountain that helps it stand out in the category. The logomark is built of a linear pattern inspired by the name and organic ingredients, and can appear in a variety of colors for different flavors. The logo is accompanied by a san serif wordmark set in Avant Garde, which has the same geometric forms and stroke weights as the logo, with the initial “f“ redrawn to echo the central curve. The patterns are extended to custom typography, packaging graphics and promotional materials like posters, in-store displays and swag.