In 2016, with sales of “sugar water” in steep decline, Pepsi began to develop new water brands. The Pepsi global innovation team approached Lloyd&Co to help create the first premium water brand in their portfolio. Working with Pepsi, Lloyd&Co uncovered a simple truth to center the brand around: “Inspiration is as essential to life as water.” 

We designed a brand system that made both the product and the artwork the primary marketing tool, living up to the purpose of advancing and showcasing sources of creativity. We encouraged Pepsi and their distributors to invest in and commit to updating three different bottles a quarter to impactfully connect with the brand truth and allow for individual brand connections with the art.

Exploring the intersection between inspiration, culture, and water, we created multi-dimensional communication programs across all media and messaging.