FIRST is a high-end water brand. The approach was to go against the tide of consumer water. No images of water, mountains, or deer. Blue? Nah. Green, maybe? Nope. Intrigue and mystique were the name of the game, and the leading player was a symbol called the monolith. The monolith embodies the essence of the FIRST ID: simple and stoic. Exactly what it needs to be, nothing more or less
Creative Direction, Design Lead