Evolving Hydration

An early player in the outdoor industry’s portable hydration category, Platypus had built its success on using flexible materials that didn’t impart a chemical flavor to liquids—both evolutions of contemporary products and materials. While it enjoyed a cult following, the brand recognized an opportunity to strengthen its brand recognition and market share.

We undertook a multi-year effort of evolving and then applying a clear messaging strategy and strong visual identity across all of Platypus’s packaging for both existing and new products. Creating strategic, clearly differentiated product positioning was a key part of this work, helping consumers better access and understand the premium quality and features of the products.

In the end, brand messaging and product information was refined to just 1/3 of previous content while maintaining or increasing the amount of information provided. By removing superfluous copy, space was opened up for stronger visual designs. These stronger designs lifted brand recognition and helped products stand out more on shelves. Following these updates, Platypus enjoyed increased sales and market share.

AD & design: NC; Strategic positioning, branded names, copy: Me