The original ask was to create a brand name, variant names and brand architecture appealing to a mass market audience without compromising the edgier SoBe masterbrand. The name LifeWater helped establish this early entry into the enhanced water segment with an uplifting tone and variant names that reinforced the overall brand message.

​

Recently rebranded to compete in the premium bottled water segment, LIFEWTR has an updated image that speaks to a more sophisticated, urban audience.