A Strategy to Create Meaning

To build on the remarkable success of the original KOR ONE Hydration Vessel, KOR Water enlisted RKS to create a Brand Trajectory and Product Proliferation Plan that would amplify the authenticity of the KOR brand. The first result of this effort is KOR’s new Thirst for Giving™ program to raise funds for water-related charities and help increase understanding of the vital role clean water plays in all our lives.

Announced in conjunction of the introduction of three new KOR ONE colors, this innovative program empowers consumers to improve their health as they improve the health of the planet.


 

A Strategy to Create Meaning

The RKS strategy team first used Psycho-Aesthetics to enable KOR to identify organizations whose passions and goals aligned with KOR’s mission. Next, RKS created a strategy to create meaning… increasing the consumer’s ability to make a difference. Through this program, KOR has aligned with non-profits who are doing exceptional work related to causes KOR supports: ocean and watershed protection, the global water crisis and container recycling. With each KOR ONE color tied to a specific cause, KOR will donate 1% of all sales to this select group.


 

A Strategy to Create Meaning

The Thirst for Giving program and the release of the new colors are just the beginning. “We’re excited about the new product lines we’re developing with KOR,” said Tom White, Executive Vice President of RKS. “RKS is thrilled to focus our strategy, design, and innovation teams on building the KOR Water brand and enabling them to achieve their goals.”