Every bottle of Thirsty Planet guarantees a donation to the charity Pump Aid, which delivers life-saving clean water to those who need it in rural Africa. Thirsty Planet has donated over £2m since it was established in 2007, which is an impressive achievement – but they wanted to do even more to help. Faced with strong competition from ethical waters, the Thirsty Planet team knew it had to invest in its brand to help grow sales and donations.
Research carried out evealed that amongst ethical consumers, cool packaging design was a key motivator when making a bottled water purchase. Ethical considerations were important, but were often a lower priority than had previously been suspected.
Before the rebrand, Thirsty Planet had played more on its ethical standpoint, with the label featuring images of the African landscape. Based on the research, our brief was to focus on producing an eye-catching bottle with great shelf standout, that still helped customers to feel good about their purchase.