Sydney Water Design & Branding TAPTM - A SYDNEY WATER PRODUCT by The Glue Society

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Industry Water
Media Design & Branding
Market Australia
Agency The Glue Society
Art Director Pete Baker
Creative Pete Baker
Released September 2011

Credits & Description

Category: Promotional Item Design
Advertiser: SYDNEY WATER
Product/Service: DRINKING WATER
Creative/Art Director: Pete Baker (The Glue Society)
Managing Director: Suzie Shaw (Host)
Media placement: Glass Bottle - Cafes Across Sydney - 15th September 2011

Describe the brief from the client
We were asked by Sydney Water to encourage Sydney-siders to drink tap water instead of imported bottled water brands. Sydney drinking water is of an extremely high quality, is freely available across the city and much better for the environment - yet people still chose to drink bottled water.

Describe the challenges and key objectives
We needed to convince people that tap water is more environmentally friendly, hundreds of times cheaper than bottled water and is of a higher quality than other water brands. Why would they consider drinking anything else?

Describe how you arrived at the final design
We created and trademarked a new brand called TapTM - A Sydney Water product. To take on bottled water we needed to behave like a brand ourselves. The difference was that our brand did not require any unnecessary packaging, transportation or purchasing. The final design is based on branding simple glass bottles that can be refilled regularly. We created a brand look and feel that deliberately captures the simplicity of the idea - opposite to the way bottled water brands behave.

Give some indication of how successful the outcome was in the market
The brand is now available in hundreds of bars and cafes across Sydney, with more signing up to serve TapTM every week. The specially branded bottles are now an icon across the city and thousands of people have shown their support for the brand through social media. People are also re-branding their own glass bottles with TapTM stickers which can be ordered online.