The Edit: five projects including Dani Sampson’s mythically monumental water company, STYX

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Spending several months in Athens, where water is heritage, brand strategist Dani Sampson drank mineral-rich, naturally alkaline spring water, which was legislated to remain pure and publicly accessible. Upon returning home, the shift in how water was treated and distributed seemed alarming (plastic galore) to her. This was the catalyst for founding and creating her own water brand that carried the gravitas of an ancient ritual. Drawing inspiration from Greek mythology and pushing against the minimalist trends dominating the industry, and working with designer Marcus Cheong, the pair devised and developed the look, feel, and ‘voice’ of the brand, delving into Greek mythology and discovering deep connections between ancient symbolism and modern brand storytelling. The concept of STYX – named after the mythological river separating the mortal and divine realms – emerged as a perfect embodiment of their vision for a premium water brand that transcended mere commodity status. At its core is Thetis, a carefully chosen icon representing timeless strength and ritual power. Visually, the identity immediately stands out for its use of black metallic finishes and intricate design elements that pay homage to ancient Greek aesthetics. It features double digital printing, raw aluminium details, and tactile contrasts inspired by ancient Greek pottery. It uses distinctive typography combining Quaint Gothic and Violeta to achieve a balance of antiquity and modernity. What’s more, the striking lettering and imagery are well-suited for merchandise, allowing them to extend the brand into a collection of carefully curated pieces ranging from slides to totes.