ABOUT

Duncan Goose founded One Water with a clear vision - to ensure everyone has access to clean, safe water, forever. A brand with purpose at its heart, together with its charitable foundation, One has changed the lives of over five million people, having raised over £30m since it was founded in 2005.

One’s powerful proposition should be compelling to an increasingly mainstream group of consumers who want to ‘do good’, but it was failing to land.

As a fellow B Corp, we jumped at the chance to help. Our brief was to develop the brand identity, packaging and messaging to communicate One’s unique proposition, making it a deliberate choice for those who seek out ‘good’ brands. As an added complexity, any design changes had to work within the trademarked logo ‘footprint’.

We felt the existing brand identity lacked heart and a clear call to action. Researching One’s history, we discovered the brand already owned the perfect solution – a trademarked strapline from 2010 – “Do One Good Thing” and its archived ‘Butterfly’ logo. These gave us the components of the rebrand.

The strapline and logo had never been brought together into a single lock-up before. With some re-crafting to make them friendlier and more impactful, they successfully communicate a compelling point of difference and call to action without costly legal changes.

Refreshing the identity and reigniting this once-powerful campaign for today’s consumer has already helped regain the passion and warmth the brand originally had. The ambition to help another five million people with clean water projects is seriously underway.