My Brilliant, Cutting-Edge Spring Water Fountain Site 69

Branding bottled water can look simple from a distance. Water is water, after all, and mineral water seems to sit in a category where the product either tastes clean or it does not. Yet anyone who has spent time around consumer goods knows that this category is one of the hardest to brand well. The liquid may be clear, but the story behind it is never neutral. Source, mineral profile, packaging, price point, environmental claims, retail placement, and the tone of the label