It’s been a year since we featured LIFEWTR for their collaboration with artists for the design on their bottles of purified water. The company believes that its dynamic bottle labels is what will give the brand an edge over its competitors. In a Fortune interview, President Brad Jakeman stated “The brand’s purpose is to help emerging artists make it and be popularized and get into pop culture.” Since its launch in 2017, LIFEWTR has featured a new series of artists every three months: Public Art, Women in Art, and Fashion Designers.
The current series focuses on arts in education and highlights three young artists from the US and Canada. One of the selected artists, David Lee, has been involved with arts education programs through Inner-City Arts based in Los Angeles. Through this program, students have the opportunity to engage “in the creative process in order to shape a society of creative, confident and collaborative individuals.”
In addition to featuring the work of young artists, LIFEWTR recently announced a new partnership with Scholastic, Inc. to bring arts education to classrooms across the country. Teachers will be able to request Classroom Kits, filled with arts supplies selected by the Series 4 artists. With these resources, students are encouraged to create works and submit them to the Ignite Inspiration! Sweepstakes to have a chance for one of the featured young artists to come to their classroom. Considering this company believes “inspiration is as essential to life as water,” it seems natural that it would branch into arts education.
For this PepsiCo company, finding and sharing creativity is a hallmark. To see businesses highlight the work of emerging artists on their products is as refreshing as the product itself.
Photo: LIFEWTR bottles with designs by Luis Gonzalez (Boston, MA), KRIVVY (Toronto, Canada), David Lee (Los Angeles)