The Mountain Valley Spring Water

Creating a New American Classic

Reviving the fortunes of America’s oldest mineral water. With its origins in the spas of Hot Springs, Arkansas, Mountain Valley has always been a niche health player. The new PE owners needed a bold, focused and efficient way to increase value. CO OP was tasked with unlocking the potential. 

Untamed Wilderness

A brand that taps into the mythic, pristine mountain scape. The brand already had the health credibility and endorsement of dietitians. We found a way to create emotional credibility and excitement among drinkers, influencers and retailers. 

Telling a Mountain Tale

Timeless new packaging that aligns with contemporary consumer trends. Retailer impact. Consumer delight. And creating owner value.

A word from the partner-in-charge

From New York to Los Angeles, an innovative consumer insight process helped to unlock the emotional power latent in the brand.  We are proud to create the first truly premium American water brand with the power to capture the imagination of consumers, retail buyers and distributors.

Simon Hunter
Partner, Chief Innovation Officer



Mountain Valley


New York

Brand Work:

Strategy, Identity, Packaging, Internal launch, Sales Collateral