PepsiCo introduces LIFEWTR, its first premium bottled water brand, embodying the essence of creativity and life itself. With a pre-existing logo and packaging design, we crafted a brand purpose and system to launch this extraordinary product. Art is as vital to life as water, and this profound connection drives the heart of LIFEWTR. Each bottle features artwork from emerging artists, transforming it into a canvas that refreshes both body and soul. Our campaign, “Inspiration Drops,” tells the story of how LIFEWTR brings art back into people’s lives, one sip at a time. In our second series, we shine a spotlight on women artists with our #ArtByAWoman initiative. This campaign celebrates the creativity and talent of female artists, addressing the imbalance in art representation and giving women a platform to showcase their work. As the design director and art director of this project, my role was to bring this vision to life by curating the artwork, developing the overall aesthetic, and ensuring a cohesive brand experience. By collaborating with emerging artists and emphasizing the importance of art in everyday life, we created a brand that not only quenches thirst but also inspires and empowers through creative expression. Quench your creativity with LIFEWTR, where art meets hydration, and support the celebration of women artists with every sip.