SPARKLING
WATER
Sleepy Fruits is a sparkling water brand built on irony; the bubbly refreshment contrasts with the drowsy faces on each can. Each flavor is personified by a unique character, whose sleepy expression humorously represents the moment before, just before the first sip wakes you up.
The brand targets a young, socially active audience, particularly high school and college students, and women in their early to mid-20s. The packaging design leans into playful sarcasm and light humor, featuring a series that incorporates mild profanity in a cheeky yet non-offensive manner, aiming to increase shareability and online engagement.