Originally called ‘Baby Pure Water’, the brand had struggled to gain traction with major multiples. Our task was to consider how best to position the product for immediate growth.
This distilled water product is the cleanest drinking water and is ideal for those on low salt diets. Following a brand review and ideation session, we recommended changing the name to VOW, Vapour Only Water and adopt a more contemporary approach to the package design.
The rebrand has opened more retail channels and sales are growing at a healthy rate of 20% year on year.
“We had arrived at the end of the road trying to sell distilled water as a baby product. The team at Bradley challenged us to think beyond baby and develop a more consumer-focused brand. VOW was born and our sales have gone from strength to strength. We’re grateful to Bradley for steering us in the right direction.”
Noreen Farrell, Director, Vapour Only Water