Flow Water:
Hydrate Up
Flow Water sought to shift from a premium water product to a full-fledged lifestyle brand, capturing the attention of the “Glowgetter” consumer. Anchored in a newly articulated platform—“Hydrate Up”—Flow emphasized hydration as a catalyst for ambition and self-care, and coupled this with a refined brand identity, fresh messaging, and new product launches (notably Flow Sparkling).
Our Role:
Brand Identity & Messaging: We led the creative vision for “Hydrate Up,” ensuring Flow’s visual and verbal elements resonated with aspirational, wellness-focused consumers.
Narrative & Positioning: We developed the brand manifesto that framed hydration as an empowering daily ritual, supporting Flow’s pivot to a holistic lifestyle brand.
Partnership Alignment: Our strategic messaging shaped how Flow leveraged key sponsorships (e.g. Live Nation, TIFF) and retail expansions (Starbucks, Whole Foods, Amazon) under the new platform.
Content Strategy
The story elegantly portrayed the Glowgetter’s daily routine in a vibrant Miami setting, from sunrise swim to sunset soirées, with Flow as the constant companion. By seamlessly weaving in Flow’s presence across its three primary channels—subscription, grocery retail, and cafés—the brand embodied a refreshing, ever-present source of hydration and confidence.
Role: Account Manager + Strategy Lead
Client: Flow Water
Agency: Limitless Creative