High-end living in the Upper East Side
When I first was asked to work on this project, I was ecstatic because Himalayan Natural Mineral Water's story is truly incredible. As stated in their website (tataglobalberavage.com) 'the water is bottled at source from a pure and pristine underground moving stream aquifer, which is about 400 feet below the surface, located at the foothills of the Shivalik range in the Himalayas".
Once I knew the story behind where the water comes from and how majestic the Himalayas are, I knew exactly what the look needed to be: MAJESTIC, BREATHTAKING, PRISTINE, and BOLD.
The idea was to make the look and feel of the campaign mentally transport you to the Himalayas. The 'Balanced By Nature' needed to be bold just as the Himalayas are. The misty clouds and the giant mountain naturally evoke the sensation you are there yourself at the underground stream grabbing the water. The challenge with this project was making it feel premium, not too polarizing to men, and making sure the stigma of the water's origin wasn't viewed as negative.
The final result was to be ready for their debut in the United States.