6 Unique Brands, One Flexible Template
The challenge was simple (but not easy): create a website for six regional spring water brands, telling their unique brand story while driving to product delivery. UX and content strategy developed a templatized approach that allowed us to showcase custom regional photography and each brand’s specific voice and tone. Our development team then created a custom CMS, so we wouldn’t have to reinvent the wheel every time we built a new site.
The design is modular and allows us to customize the different "containers" with unique content and the look and feel for each brand.
Nestle's focus with the water brands was on being local. To be create content to fill those templates, we’ve traveled around the U.S. capturing unique regional content — from photography to video and gifs — giving each brand an authentic local flavor.
By creating original content, we’ve been able to tap into what makes each region unique, distancing the regional spring waters from their competitors who are still largely using stock photography.
I personally had the opportunity to art direct 3 of these photoshoots and it was quite the experience. We were able to visit see end even drink water straight from the springs in several locations from California to Maine. Getting to the springs was the true challenge. We'd have to drive for hours or even take a helicopter ride followed by a few very wild hikes in the middle of the forests. It was all worth it and beautifully captured in hundreds of pictures.
Poland Spring - Maine
Deer Park - Pennsylvania (website coming soon)
Arrowhead - California
Ozarka - Texas
Zephyrhills - Florida
Role: Art Director
Copywriter: Steph Skaggs / David Hammernick / Lori Samocha
Photographer: Stuart Cohen