Aiming to end non-reusable bottled water forever by becoming the first nationally recognized source for premium, chilled, locally sourced water bottle refills, FloWater aspired to convert bottled water consumers to FloWater “refillers.” The challenge for RKS was to create a design and brand language that would attract consumers to a smart, simple, and sustainable alternative to traditional bottles water.
To understand the current water bottle and water refill markets, the research team created a series of analytical maps revealing holes in the consumer’s experience and offerings. For the water bottle market, the team noted four primary varieties of water brands: generic, source, lifestyle, and tech. Generic included store brands and simple, no frill varieties. Source water focused on brands which highlighted the origin of the water. Lifestyle brands promoted particular ways of living. And tech highlighted brands focused on providing functionality, such as alkaline content. The team determined that combining features from lifestyle and tech water had great potential in promoting and differentiating FloWater. For the refill market, the team noted that current solutions ranged from simple, fast and somewhat generic to high-end, vending machine like stations, often with significant advertising. The team determined that an opportunity zone lay in combining features from both varieties.
The FloWater refill station design provides seven stages of filtration, enhancement and refrigeration, including a sediment filter, carbon filter, reverse osmosis, a coconut filter, activated oxygen, ultra-violet light and mineral enhancement delivering incredible tasting and refreshing water. Each refill costs about $.50 per 750 ML which is one fourth of the cost of a disposable water bottle of the same size. The FloWater station provides an easy to use functionality with a compelling visual and user experience. The FloWater station also provides an excellent opportunity for sponsors to demonstrate their commitment to sustainability and healthy living.
– Rich Razgaitis, CEO of FloWater
The FloWater logo mark depicts a waterfall which, in many cultures, is a representation of the beauty and power of the most precious resource on the planet. The mark communicates FloWater’s function and purity by implying a stream emanating from the unit’s nozzle using negative space.
By depicting FloWater with large bold shapes, the mark articulates the power of the product and its courageous promise to make bottled water a thing of the past.
With seven stages of filtration and enhancement, FloWater’s technological advancement in water development is reflected in the station’s visual design utilizing form, color and lighting. From the height of the station’s controls to the slanted roof top, FloWater was designed to be both simple and accessible for all users both.
The unit’s natural, intuitive and high level aesthetics reflect the premium quality and taste of the purest water that humans can make. Using the FloWater to refill a water bottle isn’t just an easy experience, but a beautiful one as well. The addition of LED lights when the water is dispensed gives users a magical experience that they can take pride in.
