Turning the tide

10 years before Sir David Attenborough warned the world of ocean plastic, we had already started our own war on single-use plastic.

UK water brand Aquapax came to us with a bold vision to shake up the portable drinking water category. Our maverick brand and pack design helped founder Neil kick start the revolution in Waitrose, Sainsbury’s & Tesco.

Aquapax was the first water in the UK to be packaged in an environmentally conscious carton rather than glass or PET and this inspired us to break away from the category norms, rather than try and compensate for this with heavy-handed visual cues.

Taking inspiration from 1960’s protest music posters, Susie’s beautifully optimistic illustrations helped emphasize the brand’s commitment to the environment whilst standing out against the dry, plastic competition.