HOP WTR branding — HOP WTR

Hops for all

Work for HOP WTR

With HOP WTR in your hand, never choose between having fun or missing out. Raise a can for the non-alcoholic brew bursting with benefits and the hit of hops you crave.

HOP WTR, the non-alcoholic hoppy water brand, asked me to lead a positioning update and editorial rebrand months after their 2020 launch. It wanted to evolve from its bro-y, beer-swap vibe to a kind of stoked that welcomed a wider audience: any consumer looking for a healthier way to unwind and relax without (or with less) alcohol.

After a month or so of collaboration with the Marketing and Design team, and multiple presentations to the Co-Founders, the tagline was officially updated from “The healthy way to hops” to “Hops for all” — an inclusive, celebratory toast.

Using my direction and words, HOP WTR ended its first year on shelves experiencing 500% growth. In the years that followed, HOP WTR expanded to nationwide retailers Costco, Whole Foods, Trader Joes, and more. They’re currently the #1 brand in the hoppy water drink category.

HOP WTR won the “Best New Brand” award at the 2023 Global Water Drinks Awards.

Brand positioning

Hops make us happy.

Not just because they taste so piney, earthy, and crisp. Those little flowers from the hop plant — iconic for bittering and stabilizing beer — help us feel good, too.

Hops have natural calming benefits. Yes way. But that’s almost always overshadowed by the effects of alcohol. Maybe it was time for a breakup (not sorry, beer).

A better fit for hops, we thought, might be fellow stress-busters adaptogens and nootropics. We infused it all into sparkling water, sipped it, and tongue-sparks flew: flavorful and functional, it was too good to not brew.

When we discover a good thing, like a trail with a view or a song worthy of shout-singing, we share it with our crew. And so, meet HOP WTR: a non-alcoholic brew of crisp, bold hops and mood-boosting ingredients purposefully crafted with no calories and no sugar. It’s a refreshing drink that anyone can reach for when they want to unwind — a better option for beer lovers, sober curious, and non-drinkers alike.

In a busier-than-ever world, this is what we want to share: the chill feeling we all crave, canned up and ready to be enjoyed, so no one has to choose between having fun or missing out.

Weekday, weekend, whenever. Crack open a HOP WTR.

Brand pillars

01 Proudly hopped.

Hops make us happy and we don’t hide it — we called our brew HOP WTR after all. We believe in tapping the full power of hops, from their iconic crisp tastte to their natural calming effects, and unapologetically feature the bold bud as our main ingredient out from under the shadow of alcohol.

02 Wellness focused.

We craft HOP WTR with natural ingredients that are scientifically proven to boost your mood and set you up to hit your goals, not hide inside with a hangover. Our blend of stress-busting hops, nootropics, and adaptogens make our brew burst with healthy benefits.

03 Celebratory.

We cheers to wins big and small, and don’t need a designated day or time to raise a can. We made HOP WTR the brew you grab for these moments: taking in the view on a hike, toasting another year around the sun, nailing a work presentation, enjoying every moment of a family meal. We’re your reward for a job well done.

04 Inclusive.

We believe that no one should have to choose between having fun or missing out. With no alcohol, no calories, and no sugar, HOP WTR can be cracked open without hesitation. Now beer lovers, sober curious, and non-drinkers alike have an option that doesn’t feel meh.

05 Active.

We live life to the fullest thanks to HOP WTR. Unlike alcoholic drinks, our brew keeps you hyped and hydrated — it doesn’t make you feel foggy headed or weighed down. You can sip on HOP WTR and still aim high, take action, and feel present doing whatever you do.