Here are a couple articles that are worth checking out.
This photo sums up this article better than I ever could in words.
This is really more of a how designers and copywriters can partner together for great results article.
AIGA Eye on Design has a great deep dive into branding water. A really great explore of the different directions you can take a brand within the same category. It all comes down to positioning.
Rachel Cook, senior account manager at Thompson, points out that the major challenge for a water design project is that “water is just the same to some people—there’s no product differentiation, it really is the same. Unlike other categories like crisps, which can be differentiated by bringing in new flavors, or cues around crunch—water brands can only differentiate their product through the brand.”
Have you read anything lately we should check out?