Himalayan. Sure, we’ve all noticed it thanks to its packaging. It stands out in pink from the entire lot of blue, green labeled bottled water bottles, colors you’d typically associate with water. It stands out also because it looks contemporary – thanks to its vertical logo design as compared to the others that are oriented horizontally.
These things stand out at first glance, but what really caught my attention in these Himalayan water bottles on a closer look, was the use of varied imagery across bottles as well as different narratives to create tales about water.
Here are a few:
I was born in the Sivalik range of the Himalayas. In a place most of you visit only in an Atlas. In a time that wasn’t measured by cuckoos that sprang out of clocks. In a silence that was sometimes punctuated by howling winds and gushing streams. In a world that had nothing to do with yours. Seems like reason enough to be here. Live Natural.
I am so pure I make a worldly worn-out cliché like “pure” seem new again. So pristine, I could have only survived twelve hundred meters above the rest of the world. So removed, the only things I’ve been in contact with before you are sun, wind, earth and snow. I am one of the purest things you’ve laid your hands on. I hope you are thirsty. Live Natural.
I look back on life – its funny how things turn out. You, the creator of beeping sirens and honking cars, yearn for the solitude of mountains. You, a connoisseur of fast food, now gaze at water that took years to gather natural minerals as it trickled down from the Himalayas to within your reach. And I, some of the purest water in the world, stand here, trapped in a bottle. Come, enjoy the irony. Live Natural.
These short narratives help personify the brand. Give it a voice. Connect the consumer with its source, its life and its natural goodness. Sets it apart from other water.
This is a clear example of laddering up the benefits to appeal to the consumers. They all talk about safety and hygiene, but Himalayan takes it to the next level of a natural, pure, life. And these narratives – some factual, some poetic, some poignant, some sarcastic – help make the connection of the brand to the consumer.
- Roshni Jhaveri