Clara Sieg is the Co-founder and CEO of Loonen, a glass-bottled water company rethinking hydration through spring-sourced, purified water, third-party testing, and transparent quality reports. In her role, she guides the brand's vision, product standards, retail growth, and consumer education, ensuring every decision reflects Loonen's commitment to clean water without plastic packaging. As a former partner at Revolution Ventures, Clara spent more than a decade investing in early-stage consumer brands before launching Loonen after her pregnancy sharpened her concerns about plastics, toxins, and everyday water quality.

The products we use every day often feel simple because they are so familiar. Water, in particular, can seem like the most basic choice on the shelf, yet its sourcing, packaging, and testing tell a much deeper story. What happens when a founder starts questioning not just what we drink, but what our water passes through before it reaches us?

The answer starts with treating water as a product that deserves the same scrutiny as food, beauty, and home care. As a former consumer investor and founder focused on safer everyday essentials, Clara Sieg brings a deeply informed perspective to bottled water, from contamination risks to packaging tradeoffs. She explains why transparency matters, how comprehensive finished-goods testing can build trust, and why glass packaging requires just as much attention to caps, transit, and production systems. Clara's insights point to a larger shift: consumers are looking for proof, not just purity claims.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf talks with Clara Sieg, Co-founder and CEO of Loonen, about rethinking bottled water through purity, transparency, and plastic-free packaging. Clara shares how pregnancy shaped the brand's mission, why testing matters, and how thoughtful design improves the everyday experience. She also touches on founder lessons, retail growth, and future innovation.