REMAFUFU
WORLD'S FIRST SMART WATER BOTTLE
BACKGROUND
For over two decades, our client, headquartered in Hangzhou, China, has been one of the world’s leading manufacturers of hydration products. Their factories have produced bottles for some of the most recognizable names in the industry, from Stanley to YETI and other U.S. household brands.
Yet as the global market shifted, the client recognized a new opportunity: rather than being the silent powerhouse behind other logos, they aspired to create a brand of their own—one that would resonate directly with the next generation of consumers. Their vision was to move from OEM to DTC, combining their unmatched expertise in materials and manufacturing with digital and design intelligence to deliver a smart water bottle that goes beyond hydration and becomes part of a user’s daily rhythm.
​
THE ASK:
That’s when they reached out to Arc Brand Lab. The mandate was clear and ambitious:
-
Create a new brand from scratch for the North American market.
-
Define the brand identity—from name and positioning to logo system and aesthetic direction.
-
Design the digital experience—including app UI/UX and integration with the product hardware.
-
Validate the concept with real users through early creative testing in the U.S.
Together, we co-created Remafufu.
​
WHY "REMAFUFU"?
The name was born from the rhythm of daily life that the brand seeks to champion. It echoes the gentle sound of water flowing (fu-fu), a reminder of hydration as an everyday ritual. Combined with “Rema”—short for rhythm management—the name reflects the brand’s philosophy: hydration in sync with your body’s rhythm, made effortless and emotionally resonant. Playful yet sophisticated, “Remafufu” became the vessel for turning a manufacturer’s expertise into a lifestyle brand with personality and soul.​
APPROACH
​
We distilled Remafufu’s DNA into three pillars: Wellness Tech, Warm Minimalism, and Everyday Intelligence. Remafufu is the first smart water bottle that makes hydration data-driven and fun, yet never loses its beauty and warmth.
Grounded in comprehensive market research, we developed a full brand framework—defining the target audience, mission and vision, tone of voice, and personality traits. From there, we built a flexible visual identity system—including the primary logo, icon, and wordmark—designed to live seamlessly across product, app, packaging, and future retail environments.
UIUX DESIGN WITH GLASSMORPHISM
We designed the app experience to extend Remafufu’s brand DNA into the digital realm. Using glassmorphism as the core design language, the interface feels light, fluid, and contemporary. Soft gradients, rounded geometry, and subtle motion cues mirror the rhythm of hydration itself—clear, gentle, and continuous. The result is a UI that makes data visualization intuitive and hydration reminders supportive, turning tracking into a calm daily ritual rather than a stressful task.
GTM APPROACH: MAKET VALIDATION WITH ADS EXPERIMENT
To reduce launch risk, we built an early validation process through controlled ad testing. Instead of relying on assumptions, we experimented with distinct creative narratives—personalization, functional intelligence, and lifestyle rituals—and tracked which emotional cues sparked the strongest engagement and sign-ups.
This approach provided concrete evidence of audience resonance while also building a seed user base for future community and interviews. Before scaling for growth, we see continuous testing and refining as essential to finding the right sweet spot for our target audience—and ultimately, to ensuring long-term success.
EARLY OUTCOMES
& FUTURE OUTLOOK
​
Although still in its early stage, the brand-building and validation work has already shown promising signals:
-
Clear audience resonance – Users responded most strongly to creative narratives that emphasized personalization and everyday rituals, confirming the importance of emotional connection alongside functional features.
-
Seed user community – The waitlist campaign successfully attracted a first wave of design-sensitive, health-conscious users, providing a valuable pool for interviews and future advocacy.
-
Proof of methodology – The structured testing approach demonstrated that controlled creative variation can de-risk brand launch decisions, offering a repeatable framework for future campaigns.
LOOKING AHEAD
With this foundation, the next step is to further scale validation into growth. By continuously refining creative narratives and expanding beyond early adopters, Remafufu is positioned to:
-
Build a loyal community around hydration as a lifestyle ritual.
-
Extend its brand system into packaging, retail, and digital touchpoints.
-
Scale marketing investments with greater confidence, backed by evidence of what truly resonates.
In short, Remafufu is on track to transform from a behind-the-scenes OEM leader into a frontline consumer brand with global ambition.
