Growing a Larger Business from a Single Product Success

Growing from a one-product success to a wide portfolio of relevant offerings is a common challenge faced by companies in many segments. This was exactly the task faced by KOR Water. After successfully releasing its first water bottle, the KOR One, designed by RKS, the company wanted to grow to a solid business, offering a wide portfolio of sustainable and beautifully designed solutions for the $30 billion hydration market.

RKS’s Research & Strategy team conducted an extensive analysis in order to fully comprehend the complex hydration market ecosystem. Through RKS’ Psycho-Aesthetics Mapping of Personas, Brands and Products along with Day-in-the-Life Studies of consumers, the team learned that the segment was largely being driven by consumers’ desire to take control of their health in a more sustainable and functional way, however no incumbent had seized the opportunity to serve these health conscious consumers with suitable and varied hydration experiences. Instead, the market was dominated by fragmented, confusing, and difficult to use solutions.

Armed with these insights, RKS went on to develop a comprehensive Business Expansion Strategy composed of Brand Trajectory and Product Proliferation Plans that would define KOR Water’s future steps into the market. The proposal highlighted different existing opportunities in four different categories: Beverages, Filtration, Enhancements and Containers. Besides proposing high-potential product concepts, the plan also oriented the company toward a correct expansion sequence that would build higher brand equity and form the necessary capabilities to succeed consistently. As a result of this work, KOR Water is now a global brand launched in 42 countries with six hydration vessel product lines holding numerous design awards and patents.

“From KOR’s humble beginnings, RKS has been a cornerstone of our success to use design and innovation to create and redefine the sustainable hydration category. Ravi and his team at RKS see with more than mere eyes; they engage all five senses, plus the heart and mind, to understand human desires at a fundamental level and then masterfully articulate that understanding into products that connect emotionally. “

- Eric Barnes and Paul Shustak, Co-Founders of KOR Water