HYDRUS

Pure Planetary Water

Due to the continued issue of the climate crisis and its effect on global water supplies, 52% of the world’s projected 9.7 billion people will live in water-stressed regions by 2050.  People can’t get enough to drink, crops are withering away, and disease is rampant due to poor hygiene. Gaining access to uncontaminated water becomes more expensive. Hydrus is a luxury line of bottled water, created in a not-so-distant future where water from other planets is bottled and sold to only the richest citizens.

Audience + Positioning

Hydrus prioritizes the purity, exclusivity, and enhancing features of water. The target audience are the most wealthy citizens, the one-percenters. This consumer simply refuses to squabble among the lower class for a simple drink of water. Why fight for water on Earth when you could simply buy more from somewhere else? No price is too high for such an essential resource. These consumers are very health conscious, inspecting everything they put into their body to make sure it's up to their standards. They want the brands they purchase to support their opulent lifestyle and improve their lives through convenience. Consumers are enamored by the intriguing idea of tasting water from other worlds and how it can improve their lives, while ignoring the irony of depleting other worlds for their untouched resources after draining our own home planet dry.