Keeping trees vertical,
one sip at a time.
Vertical Water is a maple water on a mission that is taking over the natural alternative water category. Created by Feronia Forests, the brains behind Sustainable Full ForestryTM, Vertical Water is a delicious, sustainably tapped maple water whose core mission is to preserve U.S. forestland by creating a model for conservation that’s as original and impactful as it is delicious and sustainable.
They tasked BRIGADE with rebranding-from logo to package and everything in between. We needed to create a brand look and language that would capture their dedication and passion to preserve our forestland as well as stand out in the natural water category.
Vertical Water’s most unique edge is the fact that they have an authentic mission that is the sole reason behind their existence. This mission had been buried and underserved in their previous packaging and branding. BRIGADE finessed the Vertical Water story and rebranded the mission in a way that feels more compelling and genuine.
Starting with the packaging, we had few obstacles to overcome: first, the fact that this clear, delicious water was packaged in an opaque TetraPak; and second, maple water was a fairly new category in the beverage world and there was tremendous confusion as to what it actually was. We addressed this educational lapse by showcasing the source on the front of the package with a graphic tree. By using refreshing shades of blue and illustrating the flowing water inside the tree, we were able to portray the bright and crisp taste of maple water on the nontransparent Tetra carton.
Once we designed the package, everything else happened organically. We used design elements on the bottle for new brand collaterals focusing on mission and taste, which was then cultivated into a beautiful new website.
We used the website as an opportunity to bring Vertical Water’s story to life. From celebrating the process, to explaining their positive impact on the environment as well as on the maple industry-there was a lot of information that we wanted to share. We streamlined this information into digestible chunks so that the user can effortlessly take in the pages of new content. We designed simple type lock ups that summarized vital information, an infographic illustrating the maple water process, as well as a handful of icons that help users visually absorb copious amount of information.
Vertical Water now has a striking and impactful new packaging, website, collaterals, trade show booth, language, and an extensive library of content. But it doesn’t stop there. It’s very exciting times for Vertical Water and we are thrilled to be a part of it. Stayed tuned for more- we’ll be keeping trees vertical, one design at a time.