Lifestyle Meets Water
KOR Water Strategy
Client: KOR Water
Awards: KOR One — GOOD (2008), Spark Award Bronze (2009), IDA 1st (2008), Delta — GOOD (2012)
Vida — IDEA Bronze (2011), GOOD (2011), IDA 2nd (2011)
Aura — GOOD (2011), If Award (2011)
Establish Kor as a Global Brand
Growing from a one-product success to a wide portfolio of relevant offerings is a common challenge faced by companies in many segments. This was exactly the task faced by KOR Water. After successfully releasing its first water bottle, the KOR One, designed by RKS, the company wanted to grow to a solid business, offering a wide portfolio of sustainable and beautifully designed solutions for the $30 billion hydration market.
Developed a Clear Brand Positioning Based on Serving Health Conscious Consumers in a More Sustainable and Functional Way
RKS’s Research & Strategy team conducted an extensive analysis in order to fully comprehend the complex hydration market ecosystem. Through RKS’ Psycho-Aesthetics Mapping of Personas, Brands and Products along with Day-in-the-Life Studies of consumers, the team learned that the segment was largely being driven by consumers’ desire to take control of their health in a more sustainable and functional way, however no incumbent had seized the opportunity to serve these health conscious consumers with suitable and varied hydration experiences. Instead, the market was dominated by fragmented, confusing, and difficult to use solutions.
Kor is now a Proven Global Brand Operating in over 100 Countries with a Full Product Line and a Bevy of Patents and Design Awards
Armed with these insights, RKS went on to develop a comprehensive Business Expansion Strategy composed of Brand Trajectory and Product Proliferation Plans that would define KOR Water’s future steps into the market. The proposal highlighted different existing opportunities in four different categories: Beverages, Filtration, Enhancements and Containers. Besides proposing high-potential product concepts, the plan also oriented the company toward a correct expansion sequence that would build higher brand equity and form the necessary capabilities to succeed consistently. As a result of this work, KOR Water is now a global brand launched in over 100 countries with six hydration vessel product lines holding numerous design awards and patents.