My sensible dad—at the time in his late 70s—asked what all these kids were doing carrying around water bottles. He found it unnecessary. I wanted to find a way to market water to people of that age and mindset. So I created a brand that would position water as a utility with a lo-fi sensibility.

The first image is my mood board with hygiene propaganda from the '50s, multi-purpose oil packaging, and various types of water packaging.