Waterloo / Barrel — CPG Commerce Agency

Bringing Waterloo's Full-Flavor Identity to Its Online Experience

Waterloo is one of the most recognized flavor-forward sparkling water brands in the country, sold through nearly every major retailer in the US. As the brand prepared for a full packaging relaunch, Waterloo partnered with Barrel to redesign drinkwaterloo.com on Shopify around its "Water Down Nothing" identity, from a sharper visual language to storytelling pages built for discovery.

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Apps & integrations on this project.

Opportunity

Waterloo doesn't sell direct to consumer (DTC), so its site has always played a supporting role to the retailers, marketplaces, and delivery apps where customers actually buy. Heading into a packaging relaunch on a fixed deadline, the brand needed its digital presence to catch up to where the rest of the business had gone: sharper, more flavor-forward, and built to be found by both people and the AI tools increasingly shaping how they search.

We rebuilt Waterloo's digital identity around its new packaging system, translating a bolder color palette, refreshed typography, and a maximalist art direction into a cohesive site experience.

The Waterloo site was designed as an omnichannel sales driver, connecting brand discovery directly to purchase across retail partners. From product cards and the product selector to the store locator, we created a more shoppable experience that helps move customers from exploring Waterloo to finding where to buy.

To bring their mantra "Water Down Nothing" and Waterloo's Flavor Artistry positioning to life beyond the can, we built out content-rich storytelling pages, reinforcing their unique brand and how they stand out against competitors.

We structured Waterloo's flavor and ingredient storytelling across their recipe and mocktail content hub for generative engine optimization (GEO), the practice of writing content so AI-powered search tools can accurately find and cite it, so the brand becomes the source of truth instead of the retailers reselling it.

To connect with the new digital identity system, we art directed new photography and created generative imagery and custom graphics for the site, bringing the rounded visual identity to life across the experience.

Impact & Results

The redesigned site gives Waterloo a digital flagship built for how the brand actually sells: through retailers, marketplaces, and delivery apps rather than direct checkout. It positions the site to earn more organic and AI-driven discovery, support the brand's packaging relaunch, and carry Waterloo's flavor-forward identity consistently across every channel it reaches customers through.