At the luxury end of the market, most brands compete for space within one of three overcrowded areas:
Product-focussed purity play
Essence of an Italian summer
High-end European fashion and imagery
Mount Warning Mineral Water found itself in no man’s land. Lacking any clear delineation from the crowd of generic ‘purity’ brands and without the heritage of the Italian brands or the style of the European brands they needed a new way to stand out.
Tripod partnered with Mount Warning to create a unique and differentiated brand position in the bottled mineral water market. Taking a deep dive into the competitive set of mineral waters from mountainous regions, we spotted the opportunity to reposition Mount Warning as the only one of its kind: An accessible yet premium mineral water born from the authentic beach mecca of Byron Bay.
To bring the new brand positioning to life, Tripod partnered with creative agency Squad Ink to design a custom glass and PET bottle form and packaging that embodied the pristine natural feeling of Byron Bay.