Branding
Thursday June 3, 2021 By David Quintanilla
Brand Refresh For Open Water Highlights Sustainability | Dieline


Just about everybody drinks water. It’s one of many important substances we devour—and no, Mountain Dew isn’t an acceptable different, weirdo. 

However with 1,000,000 plastic water bottles purchased each minute, hydration isn’t salvation for the planet. Sadly, the identical sources of that water all of us depend on for all times are additionally negatively impacted by the sheer quantity of bottles we devour. Carrying a refillable canteen is an apparent sustainable (and trendy) different, however that’s not all the time a viable choice, like at live shows or stadiums.

Editorial photograph

Fortunately, some manufacturers have sprung up utilizing different supplies equivalent to paper and aluminum to deal with shopper wishes to cut back plastic consumption, equivalent to Open Water.

Based by Nicole Doucet and Jess Web page, Open Water was initially Green Sheep, they usually determined to alter the model identify to one thing that’s conceptually nearer to the thought of canned water, a harder promote as current as three years in the past.

Editorial photograph
Editorial photograph
Editorial photograph

On the onset, Open Water discovered success in B2B and the restaurant enterprise however bought a extreme dip in income as everybody bought despatched residence due to a pandemic. A model refresh was already within the works, however the circumstances precipitated by COVID-19 supplied an urgency for Open Water to refresh its visible identification and packaging to compete past eateries. The packaging retains a few of its greatest traits, such because the wide-mouth and resealable opening and use of aluminum whereas including extra shelf presence.

“After we first launched again in 2014, the thought of water in aluminum was completely international to clients, so it was actually vital that the ‘bottled water’ label be entrance and heart to speak what was contained in the opaque bottles that have been so totally different from the remainder of the merchandise available in the market. However because the class matures and shoppers are more and more conscious of the plastic waste downside, telling customers we’re water is now not the first focus. Our refresh nonetheless fastidiously conveys that we’re a water model that stands out considerably extra on a retail shelf,” mentioned Jess Web page.

Editorial photograph

Serving up nonetheless and glowing water, Open Water’s previous labels emphasised the form of content material inside, whereas the brand new labels function a blue graphic of waves in an identical impartial shade palette that evokes purity and cleanliness, issues shoppers would need in a can of water. Copy now will get targeted on the sustainability options of the canned water purveyor, equivalent to its selection of aluminum and the model’s Climate Neutral certification. 

Editorial photograph

Copy on the packaging additionally pokes enjoyable on the usually staid and boring advertising and marketing discovered within the bottled water market, with phrases like “Our water is filtered via deep historical granite caves over tens of millions of years, soaking pure minerals and purity into each pristine drop. – Each water model on the planet.” Certain, it’s not as edgelord as Liquid Demise’s method, however Open Water’s irreverence is a refreshing departure from the uninspiring branding you will discover with the remainder of the competitors.

Editorial photograph

Like rivers and streams, Open Water’s branding elegantly adjustments path, adapting to the post-COVID realities of shoppers eating out much less with new packaging that stands out among the many multitude of water manufacturers in-store and on-line. Not needing to introduce the idea of canned water to the thirsty public, Open Water’s new bottles and cans name extra consideration to its mission of being a extra sustainable different to plastic water bottles.


Pictures by: Breakfast for Dinner





Source link

Leave a Reply