Project Overview

LIFEWTR is a premium water brand committed to advancing and showcasing sources of creativity. LIFEWTR fuses creativity and purpose, serving as a source of both hydration and inspiration as a platform for emerging artists. 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 content to how it appears in store and at live events.

Organisation

PepsiCo, Inc.

 

Project Brief

With Series 8, Unconventional Canvas, LIFEWTR champions equal access to the arts by shining a light on artists who explore under-utilized materials, subjects and locations to bring art to new audiences. LIFEWTR Series 8 features the work of Lilian Martinez, Tofer Chin and Sarah Zapata. Through the mediums of painting, sculpture and works on paper, Lillian Martinez explores alternate histories where women of color are not excluded from specific cultural narratives. Tofer Chin’s practice is made up of a diverse range of mediums from painting and sculpture to murals and public art installations.

Project Innovation/Need

LIFEWTR Series 8 features the work of Lilian Martinez, Tofer Chin and Sarah Zapata. Through the mediums of painting, sculpture and works on paper, Lillian Martinez explores alternate histories where women of color are not excluded from specific cultural narratives. Tofer Chin’s practice is made up of a diverse range of mediums from painting and sculpture to murals and public art installations, all of which encourage viewers to further their understanding of their physical surroundings by reflecting on one’s internal architecture. Sarah Zapata is an artist and writer who examines gender and cultural performativity through the use of textiles, erotica and performance. Zapata’s practice includes hand coiling rope and yarn, a traditional process that was used to create structural water baskets.

Design Challenge

Every few months, LIFEWTR focuses on a unique aspect in art, putting the spotlight on three new emerging artists. Access to Art is proven to improve the quality of life in communities, but not everyone has equal access to the arts. With Series 8, Unconventional Canvas, LIFEWTR champions equal access to the arts by shining a light on artists who explore underlooked materials, subjects and locations to bring art outside of traditional venues and reach new audiences.

Effectiveness

As a part of LIFEWTR's Canvas for Change campaign, LIFEWTR completed 60+ public art projects in communities nationwide to spread awareness of the importance of arts education in the U.S. Cities on the lineup were Boston, Baltimore, Atlanta, Miami, Houston, Chicago, Grand Rapids, Stanton, Denver and Los Angeles. In each of these cities, projects were completed on a variety of unconventional canvases, bringing splashes of color to school buildings via murals, roadside barn transformations, on the walls of community centers, a mobile café and more.