The liquid water enhancer market is only four years old, but this highly competitive category has become crowded with palm-sized packages that let consumers flavor their water, typically using squeezable rigid containers to squirt flavorings. Brite Idea Foods’ H2wOw sought to enter the category with what it believed to be the first all-natural water enhancer late last year. The company needed not only a unique package to establish a strong brand identity but a package design that allowed easy one-handed use and maximum label space to tell the product story. Company co-founder Tim Welch, a 25-year consumer packaged goods industry veteran whose achievements include major expansions of the Emergen-C vitamin C drink mix and Promax energy bar brands, turned to Berlin Packaging and its Studio One Eleven design agency for help. Among his directives: Give the packaging a “fresh fruit feeling” to convey the idea that H2wOw is flavored with real fruit extracts rather than the artificial ingredients used by competitors.
Packaging is done by a (yet) undisclosed contract packaging service.
The company reports that within six weeks after launch last December, H2wOw had skyrocketed to #1 in its category on Amazon’s Hot New Release list aided by positive reviews as well as strong packaging.
.
