I'd have to be very thirsty to buy fancy bottled water. But there is no way I could have missed this creative packaging act: a no-label look with Paul Smith colorful trademark stripes.

British fashion designer Sir Paul Smith philosophy is about colors, full of energy and fun. "Youth is a question of attitude," he says. Sir Paul designed an understated, limited edition Evian bottle, accented with his personal statement—famous vibrant stripes to echo Evian's slogan, "Live Young".

A dual emotional positioning for a no-label look: purity and color. I think that color can soften the precise and hard-edge purism of minimalism. Water with a bit of the unexpected. Thirsty now?