Every event has its own character. Some have an urban and dynamic focus, others revolve around sustainability, and many follow a more formal corporate style. In all cases, presentation is essential: from the atmosphere to the small details that accompany attendees throughout the experience. Among these details, the format of custom water for events has become a strategic element. It doesn’t just hydrate: it communicates, reinforces values, and projects the client’s identity.
When an agency, a catering company or an event organizer selects a custom water format, they are not simply choosing packaging — they are choosing a medium to convey the client’s message. A can may express modernity; a carton, sustainability; a reusable bottle, commitment and durability. This post explores how to find the “perfect match” between the event style and the ideal custom water format, and why this choice is far more important than it seems.
1. Why Format Matters: Custom Water as a Branding Tool
In the past, water was merely a functional accessory within an event. Today it is a key part of the visual, experiential and operational strategy of any celebration. The selected format influences how the event is perceived and how the client’s brand is remembered.
A customized container reinforces visual identity while creating coherence across all event elements. Each format also offers a different experience: the feeling when holding it, how it appears in photos, how it integrates with the event design or how it reflects the client’s values. An original carton, the practicality of a reusable bottle or the modern aesthetic of a can leave very different impressions on attendees.
At The Brand Company, we offer the widest variety of custom water formats in Europe, allowing us to provide precise, tailored guidance. There is no universal format: the key is to choose the right support according to the event style, audience type and communication strategy.
2. If the Event Is Urban: Choose Custom Cans
Urban events are visual, young, dynamic and built around personality. They are events consumed also through image: social media, videos, spontaneous content, contemporary aesthetics. In this context, the custom can is the perfect option.
Why It Works for Urban Events
Cans have a clean, modern and photogenic look. Their compact shape and metallic finish give them a contemporary and recognizable presence. They are comfortable to hold and fit naturally into street marketing activations, product launches, lifestyle experiences, urban festivals or fashion-related events.
Their cylindrical shape also allows full-wrap customisation with strong visual impact, making cans an excellent support for campaigns where imagery is key.
Main Advantages
- Modern design, ideal for young or contemporary brands
- 100% recyclable with a premium finish
- Compact, lightweight and easy to carry
- Highly photogenic, perfect for social content and visual activations
- Large printable surface
Available Can Types
- Still water can
- Lightly sparkling (2%)
- Sparkling (6%) for more premium experiences
Customization
Cans can be customized through direct printing, full sleeve or labels. Each technique adapts to the event volume, required design and visual strategy.
Whenever the goal is to convey modernity, dynamism or visual appeal, custom cans are the winning format.
3. If the Event Is Eco-Friendly: Choose Custom Water Cartons
Sustainable events seek coherence in every element. From signage to catering, every decision is evaluated from an environmental responsibility perspective. In this context, the custom water carton is the best choice.
The Carton as a Symbol of Sustainability
Made primarily of cardboard, cartons have a low environmental footprint and an aesthetic aligned with eco values. They are lightweight, practical, and express sustainability in a natural, genuine way.
Main Advantages
- Eco-friendly packaging
- Sustainable appearance, ideal for brands with active environmental policies
- Practical and easy to transport
- Available in different sizes according to event needs
- Multiple customisation options
Available Formats
- 33 cl: ideal for moving events
- 50 cl: perfect for congresses, seminars or long sessions
- 1 litro: for tables, meetings or fixed areas
- Tetra Top (33 cl / 50 cl): premium version with a more stylized design, available for large volumes
Customization
Cartons can be customized with labels, direct printing or full-area CMYK designs. Full print is highly valued for its visual impact and aesthetic coherence, though it is available for very high quantities.
When to Recommend Cartons
- Retreats, sustainable congresses, wellness events
- Eco fairs, public institutions, social impact forums
- Brands with CSR programs or environmental communication strategies
Choosing cartons means communicating sustainability in an honest and tangible way.
4. If the Event Is Corporate: Choose Reusable Bottles
Corporate events aim to convey professionalism, attention to detail and coherence with the company’s visual identity. In environments such as company dinners, congresses, executive meetings or training programs, custom reusable bottles are the ideal format.
Why They Work in Corporate Contexts
A reusable bottle is elegant, durable and communicates care, continuity and value. It is perceived as a useful, high-quality gift, reinforcing the brand with every interaction. This format accompanies attendees beyond the event, integrating into their daily lives and generating ongoing visibility.
Bottle Up: The Most Popular Option
Among reusable bottles, Bottle Up is one of the most appreciated options:
- Made from sugarcane, a renewable material
- Modern matte finish, different from conventional PET
- Reusable and recyclable
- Lightweight and made in Europe
- Available in pink and blue
Bottle Up offers an excellent balance between design, sustainability and durability. Without the appearance of transparent plastic, it works particularly well in corporate environments seeking a sober and modern design.
Customization
Reusable bottles can be personalized with logos or individual names — a highly appreciated feature for corporate dinners, training programs or welcome packs.
When to Recommend Them
- Internal events and corporate celebrations
- Onboarding programs or gifts for employees
- Congresses, annual meetings, business forums
- Actions where durability and design are key
5. Event Style: Aesthetic as the Starting Point
Selecting the right custom water format for events is not just an aesthetic decision: it is a strategic choice that influences attendee perception, event operations and brand coherence. These are the criteria event professionals usually consider.
5.1. Event Style: Aesthetic as the Starting Point
The overall event style is the clearest indicator of the ideal format. Beyond graphic design, each format generates a different feeling:
- Urban or lifestyle events
They require a visual, modern product that integrates easily into photographs.
Recommendation: custom cans.
Their metallic aesthetic, compact size and strong presence on social media make them the best option for activations, street marketing and events aimed at a young audience. - Sustainable or eco-driven events
They need a format that represents coherence and environmental responsibility.
Recommendation: custom water cartons.
Their material, texture and visual finish fit naturally into wellness events, public institutions or brands with strong environmental commitments. - Corporate or institutional events
They demand professionalism, elegance and continuity of message.
Recommendation: custom reusable bottles.
They not only project quality but also convey commitment, durability and attention to detail.
5.2. Company Values: Alignment With Brand Identity
The chosen format should reinforce the company’s values:
- If sustainability is a priority, cartons offer a clear, coherent demonstration
- If communication revolves around innovation or modernity, cans deliver a fresh and current image
- If the brand is linked to professionalism and durability, reusable bottles align naturally
The format becomes a “visual ambassador”: it must speak the same language as the brand.
5.3. Budget and Quantities: Optimizing Investment and Design
Each format offers advantages depending on event size:
- Small batches (24–200 units)
Ideal for company dinners or small corporate events.
Recommended: - Reusable bottles
- Cans with label
- Cartons with label
- Medium quantities (200–1,000 units)
Allow more elaborate customisations without excessive cost increases.
Recommended: - Cans with one-color printing
- Cartons with direct printing
- Reusable bottles with logo or name
- Large volumes (1,000+ units)
Enable full-color finishes with high visual impact.
Recommended: - Full-sleeve cans
- Full-print cartons (for very high quantities)
- Tetra Top for large runs
- Reusable bottles for large-scale events
5.4. Moment of Consumption: When The Product Will Be Used
The way custom water is used during an event can vary, and the format should adapt accordingly:
- Reception or welcome
A container that creates a strong first impression is recommended.
Options: reusable bottles or 33–50 cl cartons. - Outdoor areas, street marketing or activations
A product that is easy to carry and highly visual is needed.
Ideal option: cans. - Work tables, long sessions or conferences
Larger formats that last throughout the session work best.
Options: 50 cl cartons or reusable bottles. - Evening or festive events
The format should be compact and comfortable to hold.
Options: cans or small 33 cl cartons.
The format should be chosen for functionality as well as aesthetics.
5.5. Visual impact: how much presence the brand needs
Some clients seek strong visual impact; others prefer elegance and discretion. The format can amplify or soften the message:
- For maximum visibility
- Latas con impresión en cuatricomía
- Full-print cartons
These are highly photogenic formats with large customizable surfaces. - For a balanced and elegant impact
- Reusable bottles
They project a more refined and premium message, perfect for corporate environments. - For actions where branding should be integrated without standing out too much
- Clean-design cartons
- One-color direct-print cans
The format significantly determines the visual presence of the product within the event.
5.6. Logistics and operations: it’s not all about design
Organizers value practical details that directly influence the decision. The final choice must consider event operations, especially when managing large volumes.
Choosing the right format means analyzing style, values, budget, logistics and the type of experience you want to deliver. When these factors are aligned, custom water does more than accompany the event — it enhances it, elevates its professionalism and becomes a true communication asset.
6. Customisation is communication: it’s more than adding a logo
Customization is not a formality; it is a communication tool. The chosen format shapes attendee perception, influences the overall style of the event and determines how the experience will be remembered.
A container consistent with the event’s visual identity becomes part of the storytelling. It reinforces the message, professionalises the presentation and helps create a more cohesive experience.
That is why customising is not just printing. It is selecting the right format to express what the brand represents.
The best way to choose the right custom product is to understand what the client wants to communicate and select the format that best represents that message. In the realm of custom water for events, each format serves a purpose: cans bring dynamism and an urban aesthetic; cartons reinforce sustainability; reusable bottles convey elegance and durability.
Ultimately, choosing the right format is not an aesthetic decision but a strategic one — the point where design, functionality and purpose come together.
For more information, visit thebrandcompany.net or contact info@thebrandcompany.net for tailored guidance.
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