Diamond Creek Water | Case Study

A regional alkaline water brand with real distribution momentum — and a brand system that wasn't built to scale with it. Over an 11-month fractional Creative Director engagement, Diamond Creek went from 232 retail locations to a distribution footprint approaching 2,000 stores, earned a Top 20 IRI ranking in premium water, and attracted an acquisition offer from Good Hemp.

Client

Shaklee

Industry

Health and Wellness

Services

Creative Direction

Illustration

Print Design

Timeline

7 days

Table of contents

Shaklee Thank You cards The Approach The Outcome

Shaklee Thank You cards

Art Direction, Illustration
‍Deliverables: 7 custom illustrated 5×7 thank you cards (Spring/Summer + Fall/Winter series)

The Approach

Every card was built around a single idea: you're being welcomed into something, not just sold something. The illustration style leaned warm and inviting — the kind of visual language that reads like a conversation, not a campaign. Two distinct seasonal palettes kept the series cohesive without feeling repetitive, and each option gave the client enough variety to match the moment without losing the throughline.

The Outcome

• From 232 stores in September 2015 to nearly 2,000 stores by November 2020
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• +762% increase in retail distribution, achieved over five years with the brand infrastructure built during this engagement as the foundation.
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• Earned first-ever national industry recognition — IRI Top 20 Premium Water ranking
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• Attracted acquisition interest from Good Hemp within five years of the brand system engagement.
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• Eliminated a systemic operational bottleneck: location management went from a manual, per-entry process to a single spreadsheet update

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