Challenge: Growing from a one-product success to a wide portfolio of relevant offerings is a common challenge faced by companies in many segments. This was exactly the task faced by KOR Water. After successfully releasing its first water bottle, the KOR One, designed by RKS, the company wanted to grow to a solid business, offering a wide portfolio of sustainable and beautifully designed solutions for the $30 billion hydration market.
Process: RKS’s Research & Strategy team conducted an extensive analysis in order to fully comprehend the complex hydration market ecosystem. Through RKS’ Psycho-Aesthetics Mapping of Personas, Brands and Products along with Day-in-the-Life Studies of consumers, the team learned that the segment was largely being driven by consumers’ desire to take control of their health in a more sustainable and functional way. However, no incumbent had seized the opportunity to serve these health conscious consumers with suitable and varied hydration experiences. Instead, the market was dominated by fragmented, confusing, and difficult to use solutions.
Solution: Armed with these insights, RKS went on to develop a comprehensive Business Expansion Strategy composed of Brand Trajectory and Product Proliferation Plans that would define KOR Water’s future steps into the market. The proposal highlighted different existing opportunities in four different categories: Beverages, Filtration, Enhancements, and Containers. Besides proposing high-potential product concepts, the plan also oriented the company toward a correct expansion sequence that would build higher brand equity and form the necessary capabilities to succeed consistently. As a result of this work, KOR Water is now a global brand launched in over 100 countries with six hydration vessel product lines holding numerous design awards and patents.
Good Design Winner-Aura and Vida 2011, IDEA Bronze-Vida 2011, iF Awards Winner-Aura 2011, IDA 2nd Place- Vida 2011, Spark!Award Bronze - ONE Hydration Vessel 2009, Spark! Award Challenger-ONE Hydration Vessel 2008, IDA 1st Place - ONE Hydration Vessel 2008, Good Design Winner - ONE Hydration Vessel 2008, CoCreate Category Winner - ONE Hydration Vessel 2008, IDA 1st Place - Aura 2012