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Business Info

What does your company do?

Our company sells water in beautiful recyclable bottles to restaurants in Manhattan. Our water is both sparkling and still and comes from a local spring. We are different from other water companies because we have the technology to print customized messaging on our bottles. We are expanding into the B2C market and are changing the messaging to address the consumer directly.

Do you require that a .COM or other URL be available for the new name?

I require that a .com with the exact name submitted be available

Target Audience

What is your industry?

Food and Beverage

Describe your customers

While restaurants are the target audience for sales purposes we want the brand to talk to the consumers and in return the consumer to demand the restaurant carry it. Psychographics: We are looking at a consumer in a restaurant in the Manhattan area enjoying a meal in a restaurant. We mostly concern ourselves with the state of mind of that consumer while waiting for their food, their date for lunch/dinner. Most of the feelings during that short period of time relate to impatience, boredom, anxiety, frustration. We want the bottle of So Clear to be on the table and engage these users with content, ideas and make them further engage with the bottle through digital.

What 3 things do you want your company name to communicate to your customers?

We want to consider something that is at the core of water as a product.

More likely than not most of the time people share a glass of water before they share anything else. Water is there present when you wait for your food to arrive, at the office water cooler, at the doctors office, at any public space and at home.
This can allow So Clear to position its brand essence as:

Bringing people together.

and thus differentiating from all other brands by refusing to engage in a contest about which brand is better based on source, bottle, ph level and sustainability.
All those elements then become part of the story at the core of which being together stands.
Given the unique uses of the So Clear bottle (i.e. printing), we recommend using the bottle to convey the brand essence of bringing people together.

On the back of the bottle we recommend printing something funny and interesting to help people waiting at a restaurant table to start a conversation, or think about starting one and finally engage with us on social about how to the whole experience went.

For example, for the first batch we could create sample messages for 3 situations e.g. (So,

On a date?
their eyes.
But dont wink.
Winking is creepy.

On business?
Do your best
not to mention
unless they do.
Then, ask for more.

With friends?
Dont worry
they already
like you.
We promise.) in which the person reading could find themselves and test the response. On the bottle we would ask people to engage socially with the brand and tell us how the experience was for them and also suggest other ideas for conversation starters.

List the names of your top three competitors

Pelegrino, Perrier and Saratoga

Style and Concept

What character, tenor, or spirit do you wish to convey?

So Clear is the best friend everyone wishes they had. He always knows how to make people laugh, how to diffuse a situation of any kind and most importantly how to make every outing great.
He is young but enjoys hanging out with everyone regardless of age. He likes reading publications like the Gothamist, Mashable, and sometimes Time Magazine. He always has a tidbit of information that will spark debates and exciting conversations.
He lives with roommates in an apartment in NYC, enjoys ordering in almost as much as going out and checking out new restaurants. Likes to know which restaurants to go with and loves recommending them to friends.
He can be shy but he overcomes that by using one of his facts to break the ice because he knows there is nothing worse than an awkward meal. Food is too great to be inconvenienced by weird silence.

Are there specific words or phrases you do not like?


Are there specific words or phrases you like?

We love the idea of introducing the conversation aspect of the product.

Do you have other info you want to share?

exclude H2O and any pun on that.



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