Parsons School of Design
BFA Communication Design
Thesis 2018

What makes us trust a brand? Is it design? Is it strategy? Is it clever humanistic copywriting? This line of questioning is the seed to the practice of branding. A new brand’s ability to immediately establish credibility within a market is the essence to that brand’s existence. As we dissect the practice of branding itself, we can recognize that luxury brands are able to convince consumers to buy a product more than a non-branded item could. Shedding light on a specific industry, bottling water is the sheer practice of taking what is otherwise a natural resource and transforming it into a commodity through branding alone.

The ugly truth is that water brands are able to command between 250 and 10,000 times markup for their bottled water, with most of the industry’s major brands being the same public water supply that comes out of the tap. Public Water Supply Co exists as a satire of the entire industry. This clean, sophisticated, and desirable luxury water brand is only a placebo. In fact, it is just tap water in disguise.

As an experiment to explore the relationship between brand and consumer, Public Water Supply Co is brought to life through packaging and a web experience. The bottles provide a glimpse into some of the industry truths nestled within the copy of the label. In a very sobering moment, the brand completely breaks apart during the online checkout experience, revealing all of the facts about the industry.

Maxine Joy Almendra

Daniela Al-Saleh

Amon Dario Appelt

Shruti Ashok

Whitney Badge

Jaire Berkel

Ingrid Bonetti

Victoria Boyd

Madison Bozinoff

Malulani Bria

Kaylin Brown

Rachel Brownjohn

Olive Burd

Germán Castellanos Reyes

Madeline Cericola

Vicky Chau

Amber Chen

Victor Chen

Wendy Ching

Connie Chu

Channon Chung

Leonardo Cilmi

Emma T. Conway

Nicole Corso

Qamile Dani

Magdalena de la Torre Suárez

Amanda Ericson

Dan Feldman

Anna Feng

Natalia Flores

Peter Frasco

Lucia Garza

Mariana Gaviria

Mikey Hefez

Adrianna Hinsey

Avinash Hirdaramani

Marielle Holland

Grace Hong

Surkho Shane Hong

Pauline Hotelier

Dylan Hughes

Jiyoung Hwang

Sonali Jain

Andrea S. Jassir

Christina Jenkins

Maria Jessica

Erin Johnston

Javarius Jones

Yea Ji Jung

Rachel Kahn

Anastasia Kharchenko

Jonathan Haojaq Kho

Alexa Kim

Cindy Dawon Kim

Sang Dennis Kim

Somin Kim

Yoonji Kim

Kyungmin Ko

Sidney Law

Kevin Lee

Jane Lee

Matheus Dal Santo Lewis Sage Smith

Kristiana Marcon

Hannah Marshall

Kruti Mehta

Gabriel Mester

Charlotte Miller

Mintra Morrison

Tamir Moses

Kaisha Murzamadiyeva

Thomas Nghia Nguyen

Lanie Nowak

Satoe Onizuka

Steven Orts

Owen Pace

Tatyana Palacios

Herin Park

Olga Pavlova

Luli Peralta-Esquivel

Lindsay Petricca

Constanza Pinto

Shreya Razak

Costanza Reiser

Vincent Riportella

Bateel Saber

Ahana Seth

Cristina Soberon

Rebecca Speiser

Natalia Spotts

Sabrina Steck

JD Stephenson Jr.

Richard Supriano

Eden Tartour

Jissaura Taveras Hernandez

Nathalia Tello Arias

Liz Tsai

Altyn Turdukulova

Amena Tyebji

Gabriela Vieira

Juan Diego Villegas

Yige Wang

Evelyn Wu

Jessie Yao

Crystal Yin

Rebecca Jiayi Zhou