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Turning luxury hydration into a lifestyle

BRAND STRATEGY • CREATIVE STRATEGY • DESIGN CONTENT • DIGITAL ACTIVATION • INFLUENCER

When Tata Global Beverages decided to develop the first premium, India-based, fast-moving consumer good in America, they knew they needed to make a splash. We helped them build and launch their premium water brand, Himalayan Mineral Water, specifically tailoring the brand for a crowded American market.

Already well established in India and Singapore, Himalayan needed to stand out differently in the US, where there was already a glut of premium water competitors. We started by tapping into the amazing story Himalayan to tell: their water is untouched for 20 years while it undergoes a natural, mountainous filtration process. The resulting taste was natural and balanced— not minerally.

Next, we conducted qualitative psychographic research to build an audience persona that reflected our largely female US buyer and uncovered her desire for personal balance in their hectic, fast-paced, modern American lives.

After positioning Himalayan’s brand around their unique filtering process and getting laser focused on our buyers, we went to work tackling everything from awareness to their distribution mix.

We developed social strategies that identified clear content categories and generated engagement by leaning into the balance seeker’s mindset with a focus on travel, culture, art, and wellness. Then we created and produced art, copy, and design inspired by the flow of water in the Himalayan mountains, giving it a premium look and feel. The end result? A beautifully balanced brand worthy of the name Himalayan.

I loved working with the entire Bread n Butter team. Their work was beautiful and strategic and truly set our brand up for success.

Olivia Shjeflo
Brand and Activation Manager, Himalayan

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Already well established in India and Singapore, Himalayan needed to stand out differently in the US, where there was already a glut of premium water competitors. We started by tapping into the amazing story Himalayan to tell: their water is untouched for 20 years while it undergoes a natural, mountainous filtration process. The resulting taste was natural and balanced— not minerally.

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I loved working with the entire Bread n Butter team. Their work was beautiful and strategic and truly set our brand up for success.

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