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Open Water’s Design Refresh: Data-Driven Insights for a Confident Brand Evolution
Client Challenge
Open Water, a pioneer in sustainable packaged water, has been on a mission to eliminate plastic waste since its launch in 2014. With two billion pounds of plastic already removed from circulation, the brand has established itself as a leader in the industry. However, as the market for sustainable water packaging grows, new competitors have entered the space, introducing their own designs and innovations. In response to this evolving landscape, Open Water sought scientific insights to evaluate a planned design refresh. The company needed evidence-based validation to ensure the new design would outperform the current packaging and maintain its competitive edge.
Research
The objectives were to:
- Assess the appeal and effectiveness of Open Water’s current and new designs, alongside competitors’ packaging.
- Identify consumer perceptions and associations with different designs.
- Provide data-driven recommendations for design optimization.
Mindlab conducted a 15-minute online survey with 300 U.S. participants aged 18 to 60, all of whom were open to sustainably packaged water. The study utilized a blend of implicit testing and explicit questioning to minimize bias and uncover authentic consumer reactions. Participants first completed a binary purchase preference test to gauge initial appeal. Next, a design associations test evaluated how well each design communicated key brand qualities. The study concluded with open-ended responses, analyzed using AI-driven thematic coding, to provide deep contextual insights.
Findings
The research revealed that Open Water’s current design already holds strong appeal, outperforming most competitors. However, the new design demonstrated even greater potential, achieving statistically significant uplifts in implicit tests and parity in explicit evaluations. This indicated that the refreshed design would not only maintain brand equity but enhance consumer engagement.
Additionally, the findings highlighted key opportunities for Open Water to further optimize its packaging strategy. Emphasizing the inclusion of electrolytes—a top purchase driver—could help attract new consumers. Furthermore, strengthening the communication of the brand’s sustainable credentials would reinforce Open Water’s commitment to environmental responsibility, making it even more compelling in a crowded market.
"The research y'all did helped us seamlessly transition and address any concerns from food service and retail partners… Overall, the process was very easy. Y'all were a pleasure to work with. Clear on the timelines, clear on the deliverables."
Griff McElwee, Director of Marketing, Open Water
