Behance Instagram Envelope

Concept Development & Visual Exploration | Branded Product Design | 2 days

Westin Product Concepts

A conceptual exploration translating Westin’s calm, wellness-focused identity into a reusable water bottle.

The project examines how Westin’s brand language — rooted in clarity, wellness, restorative energy, and contemporary hospitality — can be expressed through minimal linework and symbolic forms in a tightly constrained production canvas.

This study concludes with three equally refined design directions, each offering a distinct interpretation of the Westin property and brand philosophy.

The clear reusable bottle template viewed from multiple sides. Two left images display the bottle’s front and back rounded panels, the front blank and the back with a sample QR code placement. The right image shows a minimally branded example bottle, demonstrating the difference between the rounded front printing area and the flat side panels.

Context & Constraints

This conceptual project was guided by specific production and brand constraints:

  • Maximum of three Westin brand colors
  • Tall, narrow print area on two rounded bottle panels
  • Fixed QR code tag that cannot be moved
  • Clean shapes, no gradients and limited detail
  • Minimum font size: 6pt
  • Minimum line weight: 1pt
  • Maximum artwork size: 2.56″ x 5.67″ per rounded side
  • Alignment to Westin’s clean, calm, wellness-driven brand identity
  • Designs must be minimal yet expressive, balancing Westin wellness, metropolitan context, and airport-adjacent movement.

Screenshot from the Westin website showing their “Sleep Well,” “Eat Well,” and “Move Well” brand pillars.
Screenshot from the Westin website

Brand Essence

  • calm
  • clean
  • restorative
  • wellness-oriented
  • contemporary, global hospitality


Visual Language

  • thin, even linework
  • soft waves and subtle movement cues
  • low-to-medium contrast
  • muted palette with selective accent colors
  • rounded geometry and rhythmic spacing
  • high negative space


Key Insights

  • Express calmness through simplicity.
    Horizontal lines, soft arcs, and plenty of negative space communicate Westin’s “Eat Well / Move Well / Sleep Well” pillars
  • Represent Detroit & metropolitan context through abstraction.
    Instead of literal representation, use structural rhythm, repetition, and movement through soft wave lines and airflow curves.
  • Embed wellness symbolism naturally.
    Waves → water and fluidity.
    Ripples → hydration and symmetry.
    Cairns → balance and ritual.
    Arcs → lift and movement.

Concept 1

Metropolitan Rhythm

An abstracted skyline capturing urban structure, waterfront movement, and the rhythm of travel.

This concept transforms the Detroit skyline into a refined line-based system. The front panel features the skyline traced through thin horizontal wave lines, while the back panel presents a softened, rounded reflection inspired by how the skyline meets the waterfront.


The repeated lines capture the rhythm of a metropolitan city, the movement of waterfront waves, and the airflow and elevation associated with airport travel.

Visual Logic

  • Skyline contour → reference to Detroit’s architecture
  • Rounded reflection → waterfront mirroring & soft skyline
  • Horizontal wave lines → movement, airflow, and rhythm
  • One-colour palette → keeps focus on form and pattern

Brand Alignment

  • Thin, even strokes are calm and minimal
  • Reflects the duality of city & travel, central to the airport location
  • Reinforces Westin’s wellness tone wave lines and movement
A clear reusable bottle shown front and back, featuring a vertically-oriented grey skyline silhouette of Detroit with thin horizontal wave lines flowing across it. The back bottle shows a rounded reflection of the skyline using the same grey shape and wave-line pattern.
Early sketch of the Detroit skyline sitting above a series of curved vertical lines that represent waterfront waves.
Early sketch of the Detroit skyline sitting above a series of curved horizontal lines that represent waterfront waves.

Concept 2

Sip Well

A Westin wellness-driven direction expressing nourishment, hydration, and fluid movement

Sip Well draws directly from Westin’s “Eat Well / Move Well / Sleep Well” pillars and extends them into the realm of hydration. This concept emphasizes nourishment and restorative wellness through simple water-based illustration. Droplets and ripple forms introduce movement and fluidity while remaining minimal and calm, reflecting Westin’s philosophy of gentle, sustained well-being.

Visual Logic

  • Water droplets → sustainable, nourishment, ritual
  • Ripple lines → movement, fluidity, calm expansion
  • Soft accent colours → accentuate the beverage inside
  • Cutout shapes → integrates the beverage colour

Brand Alignment

  • Directly tied to Westin’s wellness pillars and nourishment theme
  • Thin, even, horizontal lines maintain brand consistency
  • Accent colours used sparingly to match brand restraint
A clear reusable bottle shown front and back, featuring a tall grey panel with a water drop outline logo at the top, the words “Sip Well” below, followed by three stylized water droplets falling into a thin grey, lemon, and lime-coloured ripple-line graphic at the base. The back displays a continuation of the ripple lines.
Screenshot from the Westin website showing the ‘Eat Well’ brand pillar, with the words ‘Eat Well’ and a ‘Learn More’ link overlaid on food imagery, representing Westin’s Eat Well, Move Well, Sleep Well wellness system referenced in this concept design.
Screenshot from the Westin website
Early sketch showing early logo explorations for "Sip Well" concept, including stacked water drop shapes with "Sip Well" text.

Concept 3

Cairn Balance

An illustrative, wellness-centered direction inspired by cairns, ritual, and sustained balance.

Cairn Balance explores a more expressive interpretation of wellness by drawing on the symbolism of cairns: stacked stones used to represent balance, grounding, and ritual.


This concept is less tied to Detroit or the specific Westin brand philosophy and instead leans into the broader idea of sustainable wellness practices compounding habits. It showcases a more illustrative and colourful approach while still maintaining the thin, even lines seen across Westin’s brand system.

Visual Logic

  • Cairn → sustainable, compounding wellness ritual
  • Line contour → clean, minimal dimension and softness
  • Vertical cutout → water flow for hydration and connection
  • More colour → more personality but not too bold
  • Sip Well wordmark → supports the hydration narrative

Brand Alignment

  • Pushes the boundaries of the Westin aesthetic while maintaining calmness and clarity
  • Symbolically connected to wellness and sustained balance
  • Logo-free by intention with flexibility to incorporate if required
A clear reusable bottle shown front and back, featuring a tall stacked-cairn illustration in grey with thin lemon and lime-coloured accent lines. The design includes curved stone-like shapes, with large words “Sip Well” printed vertically in light lime colour.
Early sketches exploring cairn-inspired forms and flowing water shapes and lines.

Reflection

This project reinforced the value of designing with intentional constraints. Limiting the palette, space, and detail required each direction to focus on clarity, meaning, and essential forms.

It also demonstrated that wellness can be communicated subtly, through rhythm, movement, and repetition —rather than through literal representation.

Finally, the three directions illustrate how a single brand identity can generate multiple equally valid visual interpretations, each grounded in calmness, balance, and modern hospitality.