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Loonen

Building a new standard for bottled water.

Services

Strategy
Identity
Campaign
Packaging
Digital
Content

Industry

Food & Beverage

Loonen began with founder Clara Sieg’s mission to set a new standard for bottled water. From the start, Colony worked with the founding team to shape the strategy, identity, packaging, digital experience, and launch, turning a personal conviction into a distinctive brand built to challenge one of the world’s most familiar and least questioned categories.

Strategic Challenge

Bottled water is filled with pristine landscapes and vague promises of purity. Loonen offered something more substantive, spring sourced water that is filtered, mineral balanced, independently tested, bottled in glass, and backed by visible results. Our challenge was to make that rigor clear and trustworthy without feeling clinical, alarmist, or like another luxury water.

Creative Solution

We turned that rigor into one defining idea, water with nothing to hide. Transparency became more than a message. It shaped every part of the brand, from how Loonen explains its process to how testing results are shared on every bottle. The result is a clear position in the category, water built not on mythology, but backed by proof.

Rather than borrow the restrained visual language of conventional premium water, Loonen uses warmth, color and character to create immediate recognition.

The identity system makes Loonen feel trustworthy without becoming clinical, and premium without becoming precious.

The packaging system than borrow the restrained visual language of conventional premium water, Loonen uses warmth, color and character to create immediate recognition.

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.

Clara Sieg

CEO & Founder, Loonen

The Results

National retail distribution shortly after launch
Featured in top-tier publications
The Dieline Award Winner

Recognition

The Dieline FastCompany NY Times Wall Street Journal Elle Magazine

Related Work