In 2010, I worked on a print campaign for a brand called Iceland Spring, which is bottled from a natural source in a nature reserve called "Heiðmörk" near Reykjavik. Research showed that Iceland Spring is among the purest water in the world. Its mineral content is low, and it has one on the lowest levels of undesirable chemicals ever recorded, leaving it with a perfectly neutral 8.8 pH balance. No treatment of it is necessary; nothing is added and nothing is taken away. So, using the pristine, awe-inspiring imagery of Iceland itself with bold headlines made the most sense in communicating the perfection of the water.
In 2010, I worked on a print campaign for a brand called Iceland Spring, which is bottled from a natural source in a nature reserve called "Heiðmörk" near Reykjavik. Research showed that Iceland Spring is among the purest water in the world. Its mineral content is low, and it has one on the lowest levels of undesirable chemicals ever recorded, leaving it with a perfectly neutral 8.8 pH balance. No treatment of it is necessary; nothing is added and nothing is taken away. So, using the pristine, awe-inspiring imagery of Iceland itself with bold headlines made the most sense in communicating the perfection of the water. 
