Objectives

The first major launch of a new product for Pepsi, Lifewtr wanted to create a brand engaging and different display for today’s premium bottled water consumer. Bottled water consumption continues to rise, with the fastest category being premium waters. Priced out mainly 30 to 50% higher than entry level bottled waters. This unit needed to capture the essence of the brand, the personality behind its unique packaging options, but still separating itself from its major competitors.
As a new contender in the premium water category Lifewtr did not want to target any particular market, however they wanted to identify their look and feel to millennial based marketing by creating a product that was totally different. They wanted to differentiate from others in the premium water category.
The strategic initiative of this piece was to capture the cleanliness of the package in a simple, yet sleek and refined look that speaks to today’s consumers that desire simplicity in their life, but wants to have fun with these hand selected graphic articulated single water bottles.
With multiple options available, this unit needed to appeal to avenues outside the traditional grocery convenience channel, for this furniture-esque piece needed to work well in hotels, convention centers and other high traffic areas.
 

How were the objectives met?

Pressed by a specific delivery window, this design initiative began in mid-2016. With multiple options available, the project initially insisted on the most dynamic merchandising piece, quality of conduction and uniqueness completely separated themselves from the competitive premium water industry.
Clean packaging generally leads to a clean display. This beautiful white on black approach with no seams brings their multi colorful product to life. Custom fabricated metal interior and shelving along with a unique powder coating method provided an incredibly attractive look and feel to this display.