Pentagram has created the brand identity for Fountain, a craft CBD sparkling-water drink, to feature curving lines modelled on the shape of the letter "f".

Fountain is a New York City drink brand of carbonated water infused with hemp-derived CBD and all-natural flavours, including cucumber, passionfruit, tangerine and mango.
Also known as cannabidiol, CBD has grown in popularity as a legal, lighter strain of cannabis that can be used to reduce stress and anxiety, and induce calming effects.

Pentagram partner Michael Bierut said he wanted to create an identity that would stand out among the competition. According to the team, both CBD and sparkling water industries have grown significantly in recent years and are now billion-dollar industries. "Pentagram designed a colourful brand identity for Fountain that helps it stand out in the category," the team said.

For the logo, Pentagram chose to mimic the look of the letter "f", taken from the drink's name. It takes a single lower-case "f" and adds several curved lines in incremental order to it.
The design is reflected across the face of the aluminium drink to create a mirrored image.

Colours used on the cans vary depending on the flavour, hues of green and blue are used on the cucumber variety, while bright yellow and orange adorn the mango.
"The logomark is built of a linear pattern inspired by the name and organic ingredients, and can appear in a variety of colours for differen...