PATHWATER

SKILLS

Art Direction, Design, Creative Strategy, Experiential Marketing

My team was challenged to develop a creative campaign for Pathwater, the bottled water company that has developed a brand around a mission of sustainability. The company is determined to see people reducing their use of plastics by developing bottles made of aluminum that are as reusable and refillable as they are modern and personable. However, they need to drive trial of the bottle amongst their target audience while needing to have their bottle stand out against competitors.

My group focused on one simple human insight: we want our products to reflect our basic human need for connection—we want to feel like we’re part of a community, and utilizing physical product allows for this connection to be translated into a more tangible form of cultural capital. The power of connection that we have as humans, both to the Earth and to each other, is an important connection to preserve. Pathwater is the product to inspire and foster this connection.

A person holding a blue aluminum water bottle with mountains and a lake in the background during sunset or sunrise.
A white plastic bottle with a blue screw cap, labeled with blue and black text, stands against a blue sky background with scattered clouds. The label indicates it is a refillable bottle of purified water.
A white plastic bottle with a blue screw cap, labeled with blue and black text, stands against a blue sky background with scattered clouds. The label indicates it is a refillable bottle of purified water.

We created a two-pronged campaign based on the message: “Refill It, Pass It On, and Pay It Forward”. That is: refill the bottle, pass on the message, and pay the sustainability message forward.

A digital social media campaign was developed to show how people use their reusable Pathwater Bottles around the world.

Two hands holding bottles of water, one blue and one white, with a mountain and sky background.

A second experiential campaign was designed in collaboration with Boston University, featuring unique “Terrier” designs on Pathwater bottles and Pathwater-sponsored water-refill and recycling stations around campus.

A digital graphic promoting a student sustainability program featuring three water bottles. The bottles are black, white, and black with blue and black caps, and each has designs including paw prints and a dog mascot. The white bottle has red text that reads "Reusable" and "Refillable Purified Water." The graphic includes a headline "Student Sustainability Program" with red and black framing, and details about beta testing at Boston University.
A Pathwater stand at Boston University with bottled water, banners, and a tent, in an outdoor campus area with trees and a church building with stained glass windows in the background. A hand holding a plastic water bottle is visible in the foreground.