LIFEWTR

A water brand that lets creativity flow.

LIFEWTR believes creativity flows like water and that one single drop can ripple through culture and inspire a million others to create. Driven by this belief, LIFEWTR elevates artists from diverse backgrounds to spark meaningful conversation and inspire creativity.

Brand

LIFEWTR

Type

Branding & Packaging

Region

North America

THE IDEA

A cultural catalyst.

We had the vision of redefining the water category with a purpose-driven premium brand. More than just the pH-balanced water inside, LIFEWTR is a canvas for creators to showcase their work.

The brand serves as a platform for emerging and developing artists to be seen and discovered on a broad scale by featuring art on each bottle and LIFEWTR platforms.

LIFEWTR bottles are released in themed series that provide different creators with a platform to showcase their work.

THE DESIGN

How do you design a blank canvas?

Design development for LIFEWTR is collaborative. We work closely with creators to bring their visions to life on the LIFEWTR bottles throughout the production process. The result is always a thoughtful, attention-catching piece highlighting each creator’s talents and unique perspectives. We also feature the creators on LIFEWTR social platforms and publish their stories, statements and additional work on the LIFEWTR site.

THE OUTCOME

Embracing social change.

Because each LIFEWTR series is driven by relevant cultural context, we curate art around timely topics and conversations. Sustainability is an enduring theme that inspires us, and LIFEWTR bottles are now made with 100% recycled plastic. As LIFEWTR continues to evolve, it remains true to its founding mission while keeping a watchful eye on the horizon for new conversations to bring to the forefront.

Series 10

Black Art Rising

Because Black voices in the arts are critically underrepresented, LIFEWTR’s Series 9 spotlighted Adler Guerrier, Dawn Okoro and Tajh Rust—three Black artists whose work draws inspiration from urban impressions, lived experiences, and identities.

These bottles were an extension of the LIFEWTR Black Art Rising time capsule, a digital exhibition that showcases the power of Black protest art and features seven Black creatives.

Series 9

ART OF RECYCLING

Preserving our environment and resources is more necessary than ever before, yet awareness doesn’t always translate into action. Art has the power to engage the public and inspire action at scale

LIFEWTR’s Series 9 put recycling efforts front and center by celebrating artists whose practices focus on upcycling, ecologic materials and green processes. Calder Kamin, Khalil Chishtee and Emma Balder don’t just create ecological art—they inspire audiences to reimagine how we live and interact with the environment.

Series 8

Unconventional canvas

Access to art is proven to improve the quality of life in communities—but it’s far from being within easy reach of everyone. In partnership with Frieze, LIFEWTR’s Series 8 championed equal access to the arts. The series shone a light on artists Lilian Martinez, Tofer Chin and Sarah Zapata, whose work explores overlooked materials, subjects and locations.

Series 7

Art through technology

For Series 7, LIFEWTR featured the work of three artists who utilize next-generation tools such as data visualization, 3-D printing, and enhanced reality in their art. Using a QR code, consumers could bring bottle art created by Andrew Benson, Zach Lieberman and Sara Ludy to life.

Series 6

Diversity in design

Diversity is essential to creativity and innovation. LIFEWTR Series 6 highlighted how art could enhance representation and our collective cultural experience through the work of three emerging international artists. The series featured the designs of Ji Won Choi, Jamall Osterholm and Daniel Cloke.

Series 5

ART BEYOND BORDERS

Creative power knows no boundaries, cultural or otherwise. LIFEWTR Series 5 celebrates the power of creativity to create cross-cultural understanding and unity through the work of Japanese artist Aiko, Nigerian-British artist Yinka Ilori and Brazilian-born artist Laercio Redondo.

Series 4

Arts in education

Artistry often sparks early. LIFEWTR Series 4 focused on the power of art in education and invited three young student artists Luis Gonzalez, KRIVVY and David Lee, to bring their fresh perspectives to LIFEWTR bottles. Inspired by the partnership, LIFEWTR began working with Scholastic, the world’s largest publisher and distributor of children’s books and a facilitator of community programs in the U.S., to provide classroom art kits and fill the gaps in communities where children and youth don’t have access to art in school.

Series 3

Emerging Fashion Designers

For Series 3, LIFEWTR partnered with the Council of Fashion Designers of America (CFDA) to help emerging fashion designers make their mark. Through this partnership, three talented participants of the prestigious CFDA+ spotlight program, Adam Blake Dalton, Tiffany Huang and Ghazaleh Khalifeh, were given the career-changing opportunity to have their designs presented at New York Fashion Week and on nearly 40 million LIFEWTR bottles.

Series 2

Women in art

While 51% of visual artists are women, their work makes up less than 5% of permanent collections. With LIFEWTR’s Series 2, we sought to advance and showcase female artists through spotlighted the vibrant, evocative work of three remarkable women: Lynnie Z, Adrienne Gaither and Trudy Benson. We also hosted the Open Gallery for Women Artists to showcase more works of #ArtByAWoman.

Series 1

Public Art

The LIFEWTR launch needed to celebrate the brand’s core ethos: that art and creativity belong to everyone. So, for our first-ever series, we featured three artists who transform shared and public spaces. Jason Woodside, Craig & Karl and MOMO each brought their own uniquely vibrant style to the pioneering LIFEWTR bottles and activated public spaces during The Big Game in Houston with interactive displays and LIFEWTR Art After Dark, an immersive influencer event.