Project Overview

Since its inception, LIFEWTR has always been a brand that both carves out a distinct space in the hydration category and impacts the art community and society on a global scale. LIFEWTR provides a premium bottled water experience by fusing creativity and purpose, serving as a source of both inspiration and hydration.

Organisation

PepsiCo, Inc.

 

Project Brief

First launched in the U.S. in January 2017, LIFEWTR has since released nine series, each raising awareness around a cultural anchor that is relevant to society and unveiling the work of three artists working in that space. In a landmark move, LIFEWTR becomes the first U.S. premium water to be 100% recyclable and use bottles made with 100% rPET by the end of 2020, leading the way in advancing a future circular economy for plastic.

Project Innovation/Need

LIFEWTR Series 9, The Art of Recycling, features artwork from Calder Kamin, Emma Balder and Khalil Chistee who all use recycled and reclaimed materials to create their bespoke artwork. Calder Kamin is inspired by natures’ endless ability to reuse and adapt. Kamin transforms trash into beautifully-crafted creatures and opportunities to engage a new generation of creative problem solvers. Emma Balder unveils beauty in the neglected or forgotten, representing the experience of transformation through her fiber paintings, which breathe new life into textile waste. Khalil Chishtee creates evocative figural sculptures imbued with emotional tension using bunched, bungled and knotted plastic bags.

Design Challenge

With sustainability as a part of the ethos of the brand, in 2020, the work of LIFEWTR’s featured artists will also holistically tie in with the conversion to rPET by drawing attention to themes of recycling awareness and education. LIFEWTR believes in the power of art to engage the public and inspire action, becoming a canvas for change. This series will further bring recycling efforts into public knowledge, encouraging dialog and action. With Series 9, The Art of Recycling, LIFEWTR celebrates artists whose practices focus on upcycling ecologic materials and green processes, and who in turn inspire their audiences to reimagine how each of us live and interact with our environment.

Sustainability

More than water, LIFEWTR is a platform for emerging artists and creatives in the worlds of graphic design, fashion, fine arts, photography and more. Design is at the heart of the LIFEWTR brand, first and foremost on the bottle, and it’s carried through in all brand communication, from the telling of featured artists’ authentic stories to brand content to how it appears in store and at live events.