Flow maps out a new package
Flow water has undergone a packaging makeover to better reflect its functional benefits and Canadian roots.
Flow, which was launched in 2015 by entrepreneur Nicholas Reichenbach, sources naturally alkaline spring water from the founder’s family-owned aquifer in Bruce County, Ont. The water is packaged in 1L and 500-ml recyclable, carton-based Tetra Paks.
“The great part about Tetra Pak is that you can evolve the graphic design for pretty much every run that you do, if you want… So, we started doing consumer research on how
Flow’s target market is women 18-to-45, who are into health, wellness and fitness, says Reichenbach.
Research conducted from November 2015 to March 2016 found consumers’ prime reasons for buying Flow include the functional benefits of the mineral-rich water, eco-friendly package and local Canadian roots.
The new design aims to bring that to life by featuring a topographic design of Bruce County; highlighting the water’s high PH level (which the company says keeps the body more hydrated); and putting “naturally alkaline spring water” at the top of the package.
“We designed the package to meet our target market in a way that resonated more strongly with their personal likes, but also so it resonated more strongly as a water product,” says Reichenbach.
The research and new design were overseen by Jackman Reinvents. (The Toronto firm’s CEO, Joe Jackman, is a shareholder of Flow.)
To support the new design, Flow is working with Toronto PR firm NKPR on targeting fashion, lifestyle and fitness publications, as well as the trade press. In addition, social media influencers such as This Renegade Love and No Tummy Mommy have promoted the new packaging on their own channels. In store, Flow launched new POS materials with the line, “Naturally perfect water. Naturally perfect box.”
Flow is currently sold at more than 4,500 retail locations including Whole Foods, Loblaws, Rexall Metro (Ontario and Quebec), Overwaitea Food Group, Safeway West and Sobeys. Flow is also available via home delivery in Toronto, Vancouver and Montreal, which consumers can order at FlowWater.com.
The 1L package retails for $2.99 and the 500-mL package retails for $1.99.