A Journey to be Told
One of the purest waters in the world, Oravida Artesian Water from New Zealand had a story to tell. The Oravida team came to us to help them define their brand positioning, messaging and slogan for the Chinese market.
We conducted trend research and in-depth cultural exploration around water perceptions, attitudes around health and wellness and perceptions of New Zealand by Chinese consumers. We also conducted interviews with Oravida executives and distributors to understand the water's unique journey from ice caps to a deep aquifer and its naturally nourishing properties and smooth taste. We also drank a lot of water. Using our research and competitor insights, we then mapped out the table water consumer moments in China and identified a unique space around ‘mindfullness’ and 'nourishing our wellbeing' which Oravida water could own.
We developed the brand positioning, communications messaging and tagline for the brand around ‘Just Be’ - in both English and Chinese.
We then conducted a semiotics study on bottled water in China and provided recommendations for a new bottle design that embodied the brand.