WTR Case Study

How do you brand a product category that doesn’t exist?

Business Problem

I partnered with an F&B startup, in the US and internationally, to design the logo and bottle label for their product: protein water. Their main objective was to secure first mover advantage and stand out on supermarket shelves.

The Challenge

When the client appro, protein water did not exist in the Egyptian market. With zero direct competitors, there was no consumer awareness and no established visual language for communicating protein water.

This wasn't just a packaging project. It was a product category creation project.

To navigate this, I structured the project into three stages:

The Glass: Observing and analyzing the market landscape.

The Making: Using an insight from the Glass and turning it into the concept.

The Eye: The visual solution that is presented at the end.

Stage 1: The Glass - Conducting Market Research

What did the existing market look like?

Supplement Stores

Protein as Performance

Protein supplements displayed on a store shelf, part of market research for WTR branding

Protein products such as whey protein and protein shakes were found only here or in gyms.

How do you communicate to future customers a product that doesn’t exist on the market?

The simple answer don’t sell protein as a beverage. Sell a better healthy way to live in a convenient optimistic manner.

The analysis from the communication landscape analysis™ reveals that there is a communication gap between customers behavior and the existing similar protein products positioning or communicating themselves in the market. The F&B startup has an opportunity to claim the wellness space.

2. Grocery Shops

Protein as Everyday Nutrition

Greek yogurt on a grocery store shelf, reflecting the protein consumer trend researched for WTR

Greek yogurt was a booming trend sold in grocery shops.

Existing Market

Performance

Bodybuilding

Physical Intensity

Aggressive Grind tone

Opportunity

Wellness

3. Consumer Shift

Protein in Everyday Life

Everyday lifestyle scene showing the shift towards protein focused consumer habits

Consumers are open to eat protein as part of their daily diets outside of a fitness context.

Healthy Lifestyle

Confidence

Approachable tone

Stage 2: The Making - Developing the brand concept

The Concept:

From stage 1 analysis, I know consumers accepted protein in the everyday wellness space but they had not yet accepted protein in a refreshing beverage format.

I needed to change the perception and introduce protein as a beverage.

The solution came from the ingredients themselves. Both water and protein are made from particles. These particles became the concept and the visual language created for this product category. The concept itself is flexible to make it a system for future product lines like vitamin and hydration water.

Protein

Health & Wellness

Vitamin

Hydration