INSIGHT

A CATEGORY IN NEED OF DISRUPTION

In a world where lifestyle brands like Warby Parker and Harry’s Razors are disrupting traditional categories by combining values with quality, style, and a far more affordable price, the bottled water market was failing at all of the above. While water is the simplest of elements and the simplest way to do good for one’s body, a bottled water that provided a truly sublime drinking experience while being affordable, convenient and environmentally responsible just wasn’t on the market.

BACKGROUND

A BIG IDEA WITHOUT A BRAND

PathWater, a social-minded startup built around a very smart product, was on a mission to disrupt the massive and fast-growing bottled water market by bringing a practical solution to the sea of environmentally harmful plastic that saturates the category. With its unique reusable aluminum container, the company had a big product idea to help it achieve it but lacked a brand or consumer awareness.

SOLUTION

THE POWER OF SIMPLICITY

Trinity developed a “Simply Better” strategy for PathWater that rooted the brand in keeping things simple, innovating for good, and making premium accessible.

Visual and verbal expression highlight and accentuate the simply better solution that their more elegant and far more responsible (reusable, infinitely recyclable) aluminum bottle provides. We took a minimalist approach to showcase the sleek silver of the aluminum bottle and used a crisp blue color palette and waterdrop brandmark to tie together the water and aluminum elements at the brand’s core and to make it clear, despite the non-transparent packaging not typically seen in the water category, that this is a water brand. The brand’s values driven “path” is reinforced by an arrow pathway which provides the brand with a flexible extractable element that extends the visual identity and mission across its website, social media, events and all the places its consumers engage with the brand.