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Loonen

Creating a category-defining brand in bottled water.

Services

Strategy
Identity
Campaign
Packaging
Digital
Content

Industry

Food & Drink

Loonen challenges the conventions of bottled water by putting transparency at the center of the brand. Through strategy, naming, identity, packaging, and launch, we helped transform an ambitious idea into a category-defining brand.

The Challenge

In a crowded category, Loonen needed to introduce a new standard for bottled water while standing apart from commodity competitors. The brand required a clear, credible identity that could communicate transparency, build trust, and create distinction.

The Solution

We built Loonen around a simple idea — water with nothing to hide. Inspired by the brand’s commitment to certified clean water, we created a premium yet distinct identity — turning a functional product into a brand people could trust and seek out.

From our first bottle to our national launch, Colony has been a true extension of our team. They think creatively, move fast, and iterate in lockstep with us. I genuinely can't imagine building Loonen without them.