Thirsty Planet

Thompson Brand Partners on 01/14/2019

In 2016, despite strong growth in the UK bottled water sector, Thirsty Planet sales started to slow. The owner, James Cain, was determined to do more for the charity, and was adamant that his unique donation model was still the best way to provide it. His focus was on how the brand could contribute to better performance, which is where we came in. We built a new positioning for the brand with a stronger strap-line: ‘The power of positive drinking’, giving the brand an attitude it could clearly deliver on. Given how small the labels were, we knew almost immediately that a type-led solution would work, especially if we needed to put a strong message across. To retain some of Thirsty Planet’s warm, accessible differentiation, we chose to hand write all the copy. Really, it was as simple as that. The simple two-colour treatment meant that we could keep production costs down and not be seen by customers as being wasteful.