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.

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.

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.

Several black and white sketches of an early version of the Drip icon for FUNNY WATER.
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.

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.

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.

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.

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.
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.