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When Paul approached us, he was already deep into the process of finalizing the registration of his brand and brand name with the relevant authorities. This project was a complete build from the ground up. The client arrived with only a vague idea of the product design—a vision inspired by the minimalist aesthetic of THIRSTI, a South African drinking water brand, featuring a sleek, thin-font logo and a transparent label. We instantly grasped his concept, but the real challenge lay ahead: guiding him beyond design to see the bigger picture—the branding.

"THIRSTI is a well-known brand in South Africa—visible, but not impactful. Like most water brands, it focuses purely on water quality, ignoring the deeper connection a brand can create. The South African purified water industry is quite dry--No one is crafting a story, no one is addressing that intangible need consumers don’t even realize they have. The industry has become transactional—just selling water to make money. And we get it. With South Africa’s tap water being increasingly unsafe, consumers are naturally drawn to purified alternatives. But branding is more than just a product—it’s about resonance, trust, and storytelling.

During our chat with Paul—which felt less like a discovery call and more like a conversation with an old friend—we quickly realized one thing: he had a deep, unwavering love for his family. He wasn’t just building a business; he was building a legacy, something that would secure his family’s future long after he was gone. And that was our way in—our way forward: family.

Now came the real challenge—developing a concept that truly captured the warmth and love of family. We knew we had our work cut out for us. The family angle was a bold move—a gamble that could either set the brand apart or backfire completely. Most water brands out there, in our opinion, have played it safe. Even when their branding has solid elements, the message almost always centers around one thing: the source of their water. And it works. With public trust in processed foods declining by the day, the “natural water” narrative remains a powerful strategy

The journey is far from over—this project is still unfolding. If all goes according to plan, we’ll be sharing updates every Saturday. So stay tuned, keep watching, and thank you for taking the time to follow along. The best is yet to come.

But so is Paul’s love for his family. His vision of building a legacy that will secure a brighter future for his children—and generations to come—is more than enough reason for us to fight for his dream. After all, family can be just as natural, refreshing, and pure.