LIFEWTR: Series 1

Released in a series of three, with label designs refreshing quarterly, LIFEWTR bottles will feature different creators' work to introduce distinct expressions of creativity. The first series features the captivating work of some of the boldest and most transformative artists of today: MOMO, Craig & Karl, and Jason Woodside. MOMO is most recognized for his vivid, large-scale murals in public spaces, made with homemade and adapted tools. Craig & Karl are a transatlantic duo, who collaborate to create bold work which communicates simple messages in a thoughtful and humorous way. Jason Woodside's large-scale works infuse optimism through color and design.

LIFEWTR launched at the Big Game in Houston, complete with stunning brand activations. Built for brand awareness with big impact, larger-than-life LIFEWTR bottles featuring work from Series 1 artists sat atop pedestals on display for fans to admire as they explored downtown Houston. Three of the large bottles came complete with an immersive environment as the artwork extended to the walls and even staircases surrounding them. In addition to the outdoor display, the bottles also moved into an indoor concert venue pop up space. There they became unique way finding beacons, lit up from the inside, to guide guests from the LIFEWTR influencer dinner to LIFEWTR Art After Dark activation.

LIFEWTR partnered with fashion's favorite magazine to create an engaging influencer dinner prior to the Art After Dark event. Each table was co-hosted by one of the three Series 1 artists who were paired with influencers in the worlds of fashion, music, and art. The dinner featured many interactive elements, including an artwork display by MOMO where guests could add their own flare to a collective artistic expression.