The Challenge

Funny Water entered a competitive RTD beverage landscape with an identity that was minimalist, flat, and intentionally irreverent. But as the market shifted toward spiked seltzers and other “better-for-you” beverages, the brand failed to resonate fully with its evolving customer base of wellness-minded women – many of whom were choosing Funny Water over high-sugar, high-calorie alternatives. 

Quartermaster was tasked with not only refining the brand to appeal to a modern female audience, but redesigning the packaging to better visually communicate Funny Water’s value propositions and stand out on highly competitive retail shelves crowded with bold colors.

Research & Insights

Through extensive consumer research and trend analysis, Quartermaster uncovered several key findings that shaped the rebrand. The leading attributes driving Funny Water’s sales, 80 calories and zero sugar, were buried on the previous packaging, despite being primary decision-making factors for consumers. Our research also revealed a growing consumer appetite for alcoholic beverages that feel light, clean, and refreshing, particularly among younger demographics who are often choosing to moderate their alcohol intake or select drinks with functional benefits. We identified an opportunity to push into a clearer, more modern visual language that conveyed wellness without feeling overly sterile or aggressively feminine.

The Solution: A Refreshing, Shelf-Ready Makeover

Quartermaster developed a new identity and packaging system that clearly and confidently communicates Funny Water’s benefits while injecting new energy into the brand. The design refresh began by flipping the brand’s core color scheme: white became the new base, evoking cleanliness, purity, and health, while accent colors were used to reflect each fruit flavor and drive visual vibrancy. 

We transitioned the product into skinny cans to better align with better-for-you beverage category norms and improved shelf legibility through bold, graphic-forward visuals. Splashing water elements were introduced to reinforce the brand’s essence – still water with a hint of alcohol and natural fruit flavor – and to emphasize refreshment at first glance.

The updated typography and iconography strike a balance between modern and playful, enhancing shelf recognition while avoiding overly feminine or overly clinical cues. The result is a fresh, friendly, and functionally smart design that better positions Funny Water in the minds (and hands) of health-conscious drinkers.

Outcome & Conclusion

The Funny Water rebrand has repositioned the product to better reflect its strengths: low-cal, zero sugar, easy drinking. The new packaging has improved on-shelf visibility, consumer understanding, and cultural relevance for both its core female audience and a broader demographic of wellness-focused drinkers. Shortly after rolling out the new look, Trader Joe’s, and other prominent retailers that had been out of reach prior, decided to carry Funny Water in their stores.

Quartermaster’s strategic redesign helped transform Funny Water from a novelty to a category contender by modernizing the brand, sharpening its message, and unlocking future growth with a flexible design system poised to drive stronger engagement and broader appeal.

The Challenge

While the founder and his partners brought creative imaginations and a strong concept hypothesis to the table, they lacked experience navigating the competitive beverage industry. Quartermaster was tasked with bridging that gap, identifying white space opportunities, and crafting a distinct product, supporting brand identity and the foundations of what would become a new business. The challenge was to balance current market trends with a disruptive position, ensuring the beverage would stand out in a crowded category while appealing to a diverse audience seeking premium, high-ABV options with bold flavor

The logo features a weathered, gritty style that evokes rebellion and individuality. The tilted ‘B’ symbolizes both the brand’s off-kilter personality and its high ABV, nodding to the idea of being ‘bent,’ or drunk. The brand’s vibrant color palette draws inspiration from the electric hues of 1980s horror movie posters, creating a dynamic and eye-catching shelf presence.The can designs reflect the color of the liquid inside, creating an intuitive connection between the product and its packaging while ensuring visual cohesion across the line.

Each flavor is personified by an illustrated monster silhouette, inspired by iconic horror characters, and paired with understated easter egg elements that deepen the storytelling. These hand-drawn designs, featuring textured ink and paint brush effects, add a raw, eerie authenticity. Each monster’s exaggerated, screaming mouth serves as a striking focal point, amplifying the brand’s bold identity.

Hellbent’s product line includes five wickedly delicious cocktails: Dirty Shirley, Corpse Reviver #2, Swamp Margarita, Pain Killer, and Coffee Negroni. Quartermaster led the development of every aspect of Hellbent, from product concept and formulation to naming, branding, and packaging, crafting a brand that invites all drinkers to raise hell and release their wild side.

Outcome and Conclusion

Hellbent’s distinctive branding and strategic positioning have already garnered investor enthusiasm, setting the stage for a successful market entry. This project exemplifies Quartermaster’s ability to translate visionary concepts into market-ready products. By combining in-depth market research, competitive analysis, and innovative design, Hellbent is poised to be a sin-sational success, redefining the RTD cocktail space with its bold flavors, edgy identity, and rebellious spirit.