Creative Thinker & Designer
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Nestlé Waters

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. 

Content Creation

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.

Photoshoots

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.

the ask

the ask

The challenge was simple (though not easy): to create a website for six regional spring water brands, telling their unique brand story while driving to product delivery.

Visit the Arrowhead site

The approach

The approach

Our UX and content strategy teams developed a “templatized approach” that allowed us to showcase each brand’s custom regional photography and a specific voice and tone while creating completely different websites.

The content creation

The content creation

By creating original content, we’ve been able to tap into what makes each region unique giving the brands a very distinct look and feel and putting each one ahead of their competition.

the photoshoots

the photoshoots

Working with photographer Stewart Cohen, I had the amazing opportunity to art direct 3 photoshoots for Arrowhead, Poland Spring and Deer Park in California, Maine and Pensilvania respectively. From drinking water straight from the spring to several helicopter rides, this was one of my most memorable experiences ever. And it was all beautifully captured in hundreds of pictures.

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the team

the team

My Role: Art Director
Other Art Directors: Emma Stephens & Sam Berliner
Creative Director: Stephanie Skaggs
Copywriters: David Hammernick & Lori Samocha
Photographer: Stewart Cohen