HiWater is a team of coffee experts from the Moscow coffee house Espressium, which launched its own production line of filters for water purification by reverse osmosis and regulated manual water mineralisation. Such filters are in demand in the HoReCa niche.

It was necessary to analyse the audience, competitors, trends and the market as a whole in order to formulate the company's positioning and brand strategy, including the brand platform and communications strategy.

It was also necessary to write communication briefs for the internal marketing and sales team and external performers for the tasks, in which the entire platform and brand were mapped out, so that all subsequent creatives, whoever developed them, the performer could quickly immerse himself in the brand and its features, and provide his services while simultaneously solving the tasks and strengthening the HiWater brand without missing a beat.