Another great one from Pearlfisher, This Water is a spin-off brand from the very popular Innocence natural brand in the UK.
One of the things I like most about this brand is the outright call for distinction: by calling it This Water, you automatically put distance between it and other brands. There's this water, and then there's that water. And then they put the most distinctive feature right up front too:
Fruit from the trees; this water from a spring.
this water quenches thirsts for a living.
No trucks came from the alps to bring you this water. (Oh BURN, Evian!)
this water is made from fruit and clouds.
Cranberries for health, this water for thirst.
this water is coloured by nature. (Take that, Vitamin Water!)
See? It's subtle but it's there. And it brings up a really crucial point: we have very strong associations with brands—so strong, in fact, that I immediately parsed what they were trying to say with the alps and "coloured by nature" bits without them having to say anything other than a brief allusion. Evian is so vitally linked with the alps that This Water couldn't mean anything else by that quote about the alps. I don't even like bottled water and I got it right off.
Our connection to brands is nearly pre-cognitive. We are influenced and shaped by factors that we may not even recognize straight off. I'm sure this is probably alarming to some, but I find it fascinating. It brings up a question that I don't have an answer to yet:
Where does the line of responsibility fall: towards the consumer (to be conscious and wary of brand messaging) or to the brand (to be ethical and trustworthy when it comes to that messaging)?