Although Mountain Valley was America’s oldest mineral water, it had been reduced to the cheapest water at Arkansas gas stations.  Hired by the brands new private equity partners, CO OP was tasked with transforming the brand into a powerful premium brand that could compete with the category defining imports. We also needed to leverage the new brand for a business exit strategy.

Creating the brand was a journey of exploration. From delivery trucks in LA to retailers in Boston, from CrossFit gyms to chi-chi restaurants, our strategic research took us to the heart of the Ouachita Mountains, the source of Mountain Valley. We created a brand rooted in the pristine American Wilderness, infused with pioneer spirit, and offering the purest and most refreshing taste. 

Our business strategy was focused on growing distribution tenfold. Therefore, our prime communication tool needed to be an inspiring sales deck, and a new bottle design that brought the brand and story to life for retailers and consumers alike. Reclaiming a rustic heritage but offering all the hipster clues necessary, these bottles started to appear everywhere especially with Hollywood endorsement.