The goal was to employ brand practices in order to sell an upcharged fictitious luxury bottle of water that was essentially rebottled NYC tap water. An $18 bottle of NYC tap water in fact. To do this, I began with creating the core essence of the brand, and choosing a personality to make the brand more human. The brand personality is an intersection between warm and clean to seem personable, but also playful and clinical to imply that there is in fact some value or technology behind the brand to command that price tag.