The Ordinary — A bespoke canned water product, designed for Deciem's flagship retail experience.

The Ordinary — Deciem's category-defining skincare brand — offers complimentary water to customers at its flagship retail locations as part of the in-store experience. At the time, the brand was serving Flow water but wanted to move toward a more sustainable packaging solution that aligned with its environmental commitments and design philosophy.

The challenge was specific: replace an existing premium water product with something more eco-conscious, that met The Ordinary's uncompromising aesthetic standards, and that could operate at the volume a busy flagship retail environment demands.

At the time, I was independently building a canned water brand on the side — which gave EMWX the rare position of being able to both design and produce the product, end-to-end, rather than sourcing from a third party.

We designed a canned water solution built specifically to match The Ordinary's visual language and environmental mission: minimal typography, a restrained material-forward palette, fully aluminum packaging (infinitely recyclable vs. plastic alternatives), and a product presence quiet enough to live on a Deciem shelf without breaking the brand's visual discipline.

The result now lives in The Ordinary's flagship retail locations throughout Toronto and the surrounding area — distributed, stocked, and served to customers as part of the in-store experience.