Brand: DryWater

Objective and context: DryWater sought to position itself as an innovator in hydration, focusing on its unique advantage: delivering 5x the hydration of tap water with natural ingredients. The brand faced two key challenges: differentiating itself in the hydration market and educating consumers about “full hydration,” a concept often confined to sports contexts. The aim was to establish DryWater as a daily-use product for health-conscious consumers.

Strategy & insights

• Audience Insights: Through consumer research, we identified a target audience that values natural, transparent, and effective solutions. Most were unaware of the transformative effects of optimized hydration on daily energy, mood, and mental clarity.
• Brand Messaging: The focus shifted from product features to outcomes, such as enhanced cognitive performance, sustained energy, and improved mood. 
• Educating on “Full Hydration”: We developed educational content, simplifying the science behind hydration’s impact on the body by creating a “Science”-page.
•  Positioning as a Daily Solution: We showcased how the product fits seamlessly into everyday routines, emphasizing on DryWater’s portability and versatility as an on-the-go solution. 
  
  

I collaborated closely with DryWater’s CEO and art director to develop a strategic brand voice. We focused on positioning DryWater as not just another hydration product but a philosophy for better, more honest hydration.