To help Bai broaden its audience and connect with Gen Z, this campaign was developed around a partnership with Sydney Sweeney and Bai’s tagline, “It’s Wonder Water.” Research into Gen Z visual trends revealed a preference for bold, uncomplicated graphics, expressive typography, flat color, and playful illustration.

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The campaign translates these characteristics into a bright, energetic visual system built around Bai’s signature blue. Bold headlines, oversized type, fluid wave shapes, and simple flat illustrations create a graphic language that feels youthful, approachable, and instantly recognizable. The resulting print ads and in-store point-of-sale pieces use a minimal but high-impact approach to capture attention while positioning Bai as a fun, contemporary choice for a new generation of consumers.