Case Study | FUNNY WATER

The Challenge

FUNNY WATER and its founders faced the not-so-unique challenge of entering the beverage industry with very little experience in the industry. They needed to understand where potential market opportunities existed and establish both a product and brand identity that would resonate with an audience looking for alternatives to traditional alcoholic beverages. Moreover, the branding needed to differentiate itself from the vibrant, noisy and highly saturated shelf presence typical of competing drinks.

Sliced and halved cucumbers strewn about a light blue surface.
Woman lying next to a large pitcher of water, and a separate glass off to the side.

Research & Insights

Even before arriving on a product concept, Quartermaster led extensive market research, identifying opportunities among consumers who were increasingly opting for beverages with lower alcohol content and fewer calories. We noted a major gap in the market for low-ABV, non-carbonated beverages, as most available options were either carbonated or started at higher ABV levels like wines. Additionally, the founders hailed from both the boating and music festivals industries, where there had been an obvious need for a low abv/low impact RTD designed for long sessioning in the sun.

Closeup of a drop of water coming off an orange leaf, on a gray background.
Three triangular slices of seedless watermelon in a row, the middle one point-side up, on a light green background.
Several glass bottles of test-run FUNNY WATER flavors on a table at the owner’s house.

The Solution: Drink Better.

Early Concepts:

Hence, FUNNY WATER the product was born – meticulously crafted to cater to both taste and health-conscious consumers. It features a modest 3.75% ABV and contains no sugar, with only 80 calories per serving. The product line includes seven delightful flavors available in two variety packs: Cucumber Mint, Citrus, Watermelon, Blueberry Açaí, Ginger Lemon, Jalapeño Lime, and Pomegranate. Quartermaster led all aspects of the formulation process including flavor house identification, materials sourcing, and initial co-packer identification.

Early sketch of a FUNNY WATER logo version on a bright blue background.
Early can design for FUNNY WATER Citrus flavor.
Several black and white sketches of an early version of the Drip icon for FUNNY WATER.
Early teal can label design for the Cucumber flavor, with the flavor name large going up and down the side, and the logo in the bottom right corner; above it says ‘Alcohol infused water’.
Early pink can label design for the Watermelon flavor with a phrase that says ‘Very flat water with like a little bit of alcohol’.
Early green and black can label design for the Citrus flavor, done in a very grid-like, geometric layout.
Early rendering of FUNNY WATER packaging with a pink and red label on a clear glass bottle with a white twist-off metal cap.
Early rendering of FUNNY WATER packaging in a frosted green glass bottle with large white logo text going up the side with the flavor name above it.
Early rendering of FUNNY WATER packaging in a clear glass bottle with orange liquid and a white logo with silver text listing the flavor.
The final FUNNY WATER logo, including the Drip logo icon.

In stark contrast to the prevalent trend of loudly branded beverage products, we intentionally created a minimal brand identity and irreverent voice for FUNNY WATER, designed to cut through the visual noise on shelves, drawing attention with its understated elegance and clear messaging. The brand design focused on simplicity and clarity, ensuring that the product’s unique selling propositions were immediately apparent to consumers.

Additionally, we focused the brand positioning not on a demographic, but a mindset, encouraging consumers to “Drink Better.”  FUNNY WATER is designed to appeal to drinkers looking to be a little better, recognizing that most of us have been guilty of excessive drinking and overconsumption in our pasts.  The brand embraces our collective history of missteps and fuels the natural human desire to be a little bit better every day.

Dynamic arrangement of 3D-rendered FUNNY WATER cans and fruit, including a lemon, mint sprig, orange wheel, and watermelon slice.
Woman holding a case of FUNNY WATER in each hand, holding them up above her head and smiling, superimposed into the shape of a puddle of water
A FUNNY WATER billboard during daytime that says ‘Join the No Bubbles Revolution’ ‘Flavored water with alcohol and no carbonation’ on a pink background, and has an arrangement of 3D-rendered FUNNY WATER cans in each flavor.
A collage of social media posts from the FUNNY WATER Instagram account.
A 3-D rendering of a 12 pack box of FUNNY WATER containing the Blueberry Açaí, Cucumber Mint, and Watermelon flavors on a light pink background.
A teal and lime green cooler filled with ice and four cans of FUNNY WATER on a bright pink background.

Press & Awards

The product and brand went on to win numerous industry awards, including gold, silver and bronze medals from well-known industry Proof Awards and Best Packaging Design from DesignRush. FUNNY WATER also garnered an array of trade and consumer press, including Forbes and Marketwatch among many others. The company has been steadily growing since its inception and is now sold internationally, entering the Canadian market in early 2024.

Quartermaster continues to support the brand through all aspects of marketing and creative, including social and digital media, OOH and traditional media, POS, trade marketing, and the continued evolution of the brand’s packaging

A pink social media post created for the FUNNY WATER LinkedIn with a collage of fruit along the bottom, and says ‘Proof Awards Winner 2023; Citrus and Cucumber Mint-Gold; Watermelon-Silver; Blueberry Açaí-Bronze.
“An orange social media post, with a Citrus FUNNY WATER can with lemons and oranges, created for the FUNNY WATER LinkedIn with a testimonial quote from The Wall Street Journal MarketWatch that says ‘In a word, this is refreshing. I mean, super refreshing.’
“A dark green social media post, with a Cucumber Mint FUNNY WATER can with cucumber slices and mint springs, created for the FUNNY WATER LinkedIn with a testimonial quote from Forbes that says ‘Hyper-refreshing and highly sessionable.’

Outcome & Conclusion

The strategic positioning and distinctive branding of FUNNY WATER have been instrumental in its successful market entry. The company has effectively captured the interest of its target audience, offering them a novel beverage choice that fits their lifestyle preferences. FUNNY WATER’s focus on humor-infused hydration, combined with a commitment to health and quality, has set it apart from competitors, establishing a strong presence in the beverage industry.

This project exemplifies our ability to translate a founders’ vision into a tangible, market viable, revenue generating product. Through in-depth market analysis, innovative development, a thoughtful brand strategy and innovative marketing, we have positioned FUNNY WATER for sustained growth and success for many years to come.

Six-pack Variety Pack 1 FUNNY WATER box, containing Watermelon, Citrus, and Cucumber Mint Flavors.
Close up of two people holding up cans of Watermelon and Blueberry Açaí FUNNY WATER at Pitchfork Music Festival 2023 in Chicago, IL.
Highly-stylized photoshoot image of Watermelon FUNNY WATER on a table with other pink items including pink gelatin, watermelon slices, a retro telephone, lipstick, and sunglasses.
Person wearing black and white high-top sneakers resting their foot on an orange and black suitcase, overflowing with oranges and Citrus flavored FUNNY WATER in a 12oz can.
A trio of images of different young people holding FUNNY WATER cans, wearing interesting stylish outfits.
Six different types of FUNNY WATER merch including a tote bag, bucket hat, t-shirt, hat, hoodie, and fanny pack.
Young man on a green snow sled wearing a black parka and warm hat, holding a can of Cucumber Mint FUNNY WATER, resting atop a pile of fake white snow, on a solid dark green background.
Young woman in khaki overalls and black military boots sitting atop a white cooler drinking a Citrus FUNNY WATER, with autumn leaves around her on a solid orange background.
Styled photograph of two cans of Cucumber Mint FUNNY WATER at a table with various snacks like pretzels, olives, broccoli and green bell peppers
Two people playing beer pong at the FUNNY WATER promotional tent at Riot Fest 2023 in Chicago, IL.
Collage of FUNNY WATER stickers in the shape of a can with various phrases along the side to mimic the actual can design, like: ‘Show me the funny’, ‘Funny side up’, and ‘Are you ok? No I’m funny’.
A trio of images of different young people holding FUNNY WATER cans, wearing interesting stylish outfits and bright, colorful makeup.
Two men at the beach standing in front of a 10 foot tall blow up version of the Drip logo icon, holding cans of FUNNY WATER.
Two young people in stylish outfits smiling and drinking Blueberry Açaí FUNNY WATER outside in golden hour lighting.