we had the privilege of working closely with caliwater to rebrand their innovative beverage, which is the first readytodrink enhanced water powered by the cactusgrown super fruit, prickly pear. the unique beverage originally hit shelves in 2012, but in january 2015, caliwater relaunched their cactus water beverage in a sleek tetra prisma aseptic package with a refreshing new identity and design.caliwater is a los angeles based company, so it was important to create a brand that resonates with the forwardthinking culture of southern california. the new brand story had 3 requirements to emphasize the product&rsquos local origin, to introduce the opuntia cactus and prickly pear fruit to consumers, and to inform consumers of the ancient health benefits the beverage provides.it began with a simple phrase &lsquodesert discovered&rsquo. this phrase was the beginning of a compelling story. it quickly became the focus of the caliwater cactus water brand story. this phrase also inspired the primal, handcarved illustrations and symbols used to create a trail map of discovery around the packaging.capturing the right tone of voice was crucial. caliwater&rsquos brand audience is spiritual, active, and very busy, so the copy had to connect with their &lsquobohemian fitness&rsquo lifestyle. to start, all pack messaging was reviewed. the final copy was then streamlined into an inspiring, ancient tale of thirsty souls and opuntia cactus legend, along with 3 simple sideofpack callouts &lsquoreplenish, revive, connect&rsquo. this allowed the frontofpack design to stay uncluttered and iconic.the new look for caliwater cactus water has already received a positive response from consumers and retailers since the 2015 relaunch. the updated brand identity and design aesthetic is impactful, yet approachable. transitioning from a plastic bottle to a tetra pak format allowed the brand to relaunch a fresher, more flavorful beverage reformulated to a &lsquonot from concentrate&rsquo recipe and become nongmo certified. the format is also more suitable for the onthego lifestyle of southern california consumers now it&rsquos able to compete with it&rsquos coconut and aloe drink counterparts.currently the product is sold locally in southern california, in lassens stores, amazon.com, locali, om nom organics, and gelson&rsquos market. watch for it on shelf at retailers throughout 2015. 
