Using patented technologies and an innovative business model, NuWater is a South African company now delivering large volumes of high quality cleaned water to clients around the world.


With competition like General Electric (USA), Siemens (Germany) and Veolia (France), we were asked to launch NuWater to international government and industry decision-makers as a leader from day one.


NuWater may not be the most established player in the water purification industry, but with four revolutionary technologies, it is the most advanced. An innovative business model also means

clients need not buy equipment, but simply pay for the water they use. So once NuWater knows a client’s requirements, they do the rest.

Our strategy, then, was to educate decision-makers on the technological

superiority of NuWater, but in a way that seemed effortless – like doing business with the company itself.

We consolidated our thinking with a new global positioning line: NuWater. Tap tomorrow.


A good logo symbol should be rich with meaning. This way, multiple opportunities are created for viewers to engage with it – keeping the symbol fresh, helping maintain awareness, and allowing the brand to grow into itself.

In its most basic form, the NuWater logo icon consists of two water droplets joined together – one falling down and the other “falling” up. If water falling down symbolises water being delivered, then water “falling” up must symbolise water being made; so NuWater is, in effect, a new kind of water cycle. The droplets also create a pregnant watery “N” shape, highlighting the abundance of water now available through NuWater.

Creating “timeless” visual identities is very much part of our ethos, so although the NuWater logo typeface is both modern and progressive, it will still be appropriate in ten years time.

The logo always appears in a very basic single cyan colour. This ensures minimum difficulty in keeping the logo consistent across all print platforms, reduces printing costs, and means water usage in the printing process is kept to a minimum, in keeping with the company’s position on water conservation and sustainability.

NuWater Logo


Part of establishing NuWater as a leader in the water purification market is to position them as an authority on water generally.

The use of unusual and interesting water facts across the stationery range not only helps achieve this, but also positions NuWater as an environmentally-conscious company. The figures used on the stationery items are as accurate as possible, having been sourced and verified by the relevant paper mills in the United States themselves.

All paper stocks were chosen for being the most environmentally-friendly, yet appropriate, alternatives available.



The brief was to create a brochure, but the water-cleaning industry is full of technical brochures. So we created a double-sided poster instead, highlighting NuWater’s “solutions-based” philosophy underpinned by superior technology.

One side of the poster features the modular, compact and portable nature of the NuWater product, which allows it to respond rapidly and affordably to almost any water purification request.

The other side deals with the technology itself, but not from a technical perspective. Rather, the page highlights the benefits of the technology to the customer – mainly in terms of cost, time, sustainability and size. NuWater’s superior technology (and benefits) revolves around proprietary 16″ pressure vessels (rather than industry standard 8″ vessels), so central to our poster is an actual size comparison of NuWater technology and competitor technology.

In order to suit different customers and/or different applications depending on how the poster is folded the front cover either features a “compactv/ modular” argument or a “superior technology” argument.

NuWater Poster


Key website outcomes were to be that:

1) NuWater is a global player: This we achieved by using imagery with an international feel, and making a feature of NuWater’s twenty million litre per day plant in Singapore.

2) NuWater is the industry’s technological leader: The company’s four patented technologies are a central theme in the site. For example, a short snippet is pulled randomly from a pool of technological facts and inserted into a defined space on almost every page.

3) NuWater is a solutions-based company: Unlike our competitors, we steered away from bombarding the viewer with detailed technological information on the website. NuWater provides simple and practical solutions to water cleaning problems, so we wanted NuWater’s site to feel easy and uncluttered.

Although content is kept conversational and minimal, more detailed technical information is made available (for those that require it) as downloadable PDF’s from almost every page.

4) NuWater is an authority on water: Interesting information about water (with no immediate correlation to NuWater’s products and services) is incorporated into the design of each page. This not only helps position NuWater as knowledgable about all aspects of water, but also rewards the viewer and incentivises them to visit other pages.

To further illustrate the confidence of our leadership stance, we made a decision to include other (even competitive) water products and innovations on the NuWater site.

NuWater website


NuWater’s purification modules are housed in mobile containers which are trucked to their final destination and then coupled together to form a complete plant.

While on the road, then, they have the potential to serve as massive mobile billboards, and once on site can act as advertising for themselves.

Our branding for the containers is bright and bold, and consistent with all other design elements.