Flowing from the heart of Mineral Wells—dubbed the Wellness Capital of Texas—Crazy Water has been brimming with 11+ natural minerals since 1881. This brand, with a legendary history, needed to modernize its image while maintaining its deep Texas roots. We set out to refresh Crazy Water’s identity using next-generation technology and strategic insights, while staying true to its adventurous, independent spirit.
To ensure that Crazy Water’s rebranding was rooted in its legacy but positioned for the future, we conducted an Innovation Discovery sprint. We combined cultural insights, historical data, and modern consumer preferences to identify a brand identity that merged Texas heritage with a forward-thinking design.
Central to Crazy Water’s rebranding was our proprietary BrandSynth AI x Human Collaborative System. Through this system, we analyzed consumer data, audience behavior, and Texas culture to create a brand identity that resonated deeply with modern Texans while maintaining its 130-year legacy. The system allowed us to integrate real-time feedback and data-driven insights, ensuring that every piece of content—from packaging design to event activations—was optimized for maximum engagement.
BrandSynth enabled us to:
Deliver immersive and memorable experiences across digital and physical touchpoints.
Optimize the creative process, allowing for faster production times and more cost-effective execution.
Predict consumer reactions and fine-tune our messaging to enhance brand loyalty and sales performance.
Using an Innovation Sprint process, we rapidly prototyped and tested bold new ideas to ensure Crazy Water’s rebranding was modern, engaging, and scalable. Our team explored multiple creative directions in a short time, refining the visual identity and marketing strategies to ensure a fast, efficient go-to-market approach.
We leveraged next-gen production techniques to create bold new packaging, immersive experiences, and cost-effective digital content that drove impressive growth. This approach enabled us to deliver breakthrough work that boosted brand recognition without requiring large-scale budgets.
Results:
34% Growth
34% year-over-year sales growth.
3x Demand
Tripled the bottling capacity to meet new demand.
Increased
Visibility
Increased brand visibility across Texas with successful campaigns and on-the-ground activations.
We brought the Crazy Water spirit to life through quirky, on-the-ground activations:
Crazy 10-gallon hats became a must-have at festivals and stores.
Crazy Cubes—mineral water popsicles—refreshed fans in the Texas heat..
Holograms and a three-wheeled longhorn-clad tricycle made every event unforgettable.
These activations weren’t just fun—they drove deeper engagement and helped establish Crazy Water as a cultural touchstone in Texas.
By combining traditional Texas heritage with modern-day branding strategies, Crazy Water’s new identity became a perfect blend of history and innovation. The creative and strategic overhaul touched every aspect of the brand:
Bold Illustrations by Jon Flaming elevated our activation at the State Fair of Texas, captivating hundreds of thousands of fairgoers.
AI-driven, immersive experiences that built an emotional connection with Texans through interactive events and digital content at cultural events like Oak Cliff Film Festival, Texas Music Revolution and Crazy Water Festival.
Crazy Big Results on a Not-So-Crazy Budget:
• 34% year-over-year growth in sales.
• Tripled bottling capacity to meet surging demand.
• Expanded retail presence in 385 grocery stores.
• Increased brand visibility through extensive social media campaigns and on-the-ground activations.
• Fan-driven demand, with brand posters so popular they were sold directly to customers.
Awards:
2023 ADDYs:
• Judges Choice: Innovative Use of Interactive/Technology – Crazy Water Hologram.
Silver: Specialty Advertising – Crazy Water Paper Cowboy Hat.
Silver: Innovative Use of Interactive/Technology – Crazy Water Hologram.
Crazy Water’s revitalization was a success, not just because of its new look, but due to the strategic integration of AI, next-gen production techniques, and immersive experiences. With TRG’s, Innovation Discovery, and BrandSynth, Crazy Water is prepared for continued growth and relevance in the evolving beverage market.
Ready to transform your brand? Partner with the TRG Innovation and Design Lab and let’s create unforgettable experiences that resonate with your audience at every touchpoint.
Lead the Future with Us.