Water Pure, Inc.

Water Pure, Inc. is the sort of name that usually points to bottled water, filtration, or some other purification business, and the promise is almost aggressively plain. By our assessment, that plainness is both the best thing and the weakest thing about it: water companies sell cleanliness, consistency, and trust, but they also risk sounding interchangeable with half the aisle. In practice this kind of company has to win on source, treatment, packaging, or service, because water itself is not a product that lends itself to much flourish. The brand sits in a crowded field with spring water, purified water, and filtration brands all trying to look more trustworthy than the next label. Water Pure, Inc. would make sense for buyers who care about a straightforward supply of purified water, and it says little to anyone looking for character or range. The name does the job of being clear, not the job of being memorable.