The target market for this Poland Springs logo are high end consumers who want their water of choice to reflect their sophisticated lifestyle.  Based on precedents such as Evian and Smart Water, the logo reflects a minimalist visual approach which highlights only the tip of the mountain and the legacy of the brand via “Est. 1845.”  The typography of “Poland Springs” itself is not changed, because it is a brand mark which we think is vital to the recognition of the product itself.