Evolution Fresh.

Evolution Fresh relaunched with new packaging, and we shot it both in-studio and on-location. The brief was simple: make it feel fresh and cool (ice cold), while also showing the whole ingredients that go into every bottle.

Not all ice is created equal. Depending on the shot and what we’re trying to achieve, we’ll use a mix of “fice” (aka fake ice), cocktail ice, or fridge ice. Every shot had to be cool in both senses — cold enough to feel like it just came out of the fridge, and cool enough to carry the new look.