David Bellm

March 11, 2015

2 Min Read
ZeroWater gets brand and packaging makeover

ZeroWater's successful launch of its filteredwater products onto national retailer shelves like Target was stimulated by acomprehensive re-branding program the company undertook with Hanson Design, adigital brand marketing and design firm.

 

ZeroWater products launched in over 1700 Target stores inAugust. Target's merchandise management team said ZeroWater's compelling newbrand, packaging and website factored into its decision to sell ZeroWaternationwide.

 

"Hanson got us right away," said ZeroWater PresidentDoug Kellam. "We are first and foremost a technology company and the new brandidentity, packaging and website clearly showcase the benefits of our superiorfiltration system."

 

Because of impressive Target results, Bed Bath & Beyondand Wegmans signed up to sell ZeroWater products in October. ZeroWater ChiefMarketing Officer Ed Matthews says "both retailers were impressed with how thebold black packaging design gave our products a robust pop on Target shelvesagainst a sea of blue and white packaging."

 

Hanson's strategic analysis, ideation sessions and marketresearch led to an approach highlighting the innovative water purificationtechnology. The new brand tagline - "If it's not all zeroes, it's not allZeroWater®" -- leverages the product's ability to produce filtered water thatmeasures an absolute 000 on a Total Dissolved Solids (TDS) meter. Water filteredthrough ZeroWater products is the only filtered water that meets the FDAdefinition for purified bottled water.

 

To introduce the company's national television campaign,ZeroWater's advertising agency proposed a commercial centered on the black backgroundgraphics and copy of the ZeroWater packaging. "Rarely do you see such asuccessful collaboration between package design and TV production agencies,"says Ed Matthews. "The connection between the strong package graphics onretailers' shelves with the television spot and our branded e-commerce websitecreates extremely powerful synergies for our brand."

 

According to Gil Hanson, CDO of Hanson Design, "Our abilityto appreciate the revolutionary capabilities of ZeroWater's filtrationtechnology enabled us to position ZeroWater's products as the premier categoryleader and create a distinctly upscale design that features the essence of thattechnology."

 

SOURCE: Hanson Design

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