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 eat—and no, Mountain Dew isn’t an appropriate different, weirdo. 

However with one million 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 eat. Carrying a refillable canteen is an apparent sustainable (and trendy) different, however that’s not all the time a viable possibility, like at concert events or stadiums.

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Fortunately, some manufacturers have sprung up utilizing different supplies similar to paper and aluminum to handle shopper needs to scale back plastic consumption, similar to Open Water.

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

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Editorial photograph

On the onset, Open Water discovered success in B2B and the restaurant enterprise however obtained a extreme dip in income as everybody obtained despatched house due to a pandemic. A model refresh was already within the works, however the circumstances precipitated by COVID-19 offered 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 fully overseas to prospects, so it was actually essential that the ‘bottled water’ label be entrance and heart to speak what was contained in the opaque bottles that had been so completely different from the remainder of the merchandise available in the market. However because the class matures and customers are more and more conscious of the plastic waste drawback, telling customers we’re water is not the first focus. Our refresh nonetheless rigorously conveys that we’re a water model that stands out considerably extra on a retail shelf,” stated Jess Web page.

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Serving up nonetheless and glowing water, Open Water’s previous labels emphasised the form of content material inside, whereas the brand new labels characteristic a blue graphic of waves in the same impartial coloration palette that evokes purity and cleanliness, issues customers would need in a can of water. Copy now will get centered on the sustainability options of the canned water purveyor, similar to its alternative of aluminum and the model’s Climate Neutral certification. 

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Copy on the packaging additionally pokes enjoyable on the usually staid and boring advertising discovered within the bottled water market, with phrases like “Our water is filtered via deep historical granite caves over thousands and thousands 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 Dying’s method, however Open Water’s irreverence is a refreshing departure from the uninspiring branding you may discover with the remainder of the competitors.

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Like rivers and streams, Open Water’s branding elegantly modifications path, adapting to the post-COVID realities of customers 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.


Images by: Breakfast for Dinner





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