Strange Water

Every ad executive would tell you not to call your product “strange” -- but they must never have seen packaging like this. Strange Water flips accepted convention on its head, serving up its mildly sweet coconut water in 12 oz cans wrapped in a matte finish shrink-sleeve label emblazoned with retro-inspired typography and abstract patterns in green and cream colors, with nary a coconut image in sight. Rather than “strange,” the aesthetic is refreshing, modern, unexpected and wholly welcome to the category.