PepsiCo has announced its brand-new product set to launch February 2017 in the United States. A premium bottled water called LIFEWTR “fuses creativity and design to serve as a source of inspiration, as well as hydration, to usher in a new era of thirst quenchers.”

Its brand identity will serve as a blank canvas for labels designed by up and coming artists to provide exposure in a broad scale to the worlds of graphic design, photography, fine arts, and more.

The first artists that will appear on LIFEWTR are MOMO, a post-graffiti street artist, Jason Woodside, know for his art-pop inspired patterns, and Craig & Karl, the infamous duo who create bold work which communicates simple messages in a humorous way.