Objectives

Assess how One Water’s branding, packaging, and messaging communicate its ethical mission and resonate with ethically motivated consumers

Approach

Runway conducted 24 in-depth interviews across four consumer segments: existing One Water consumers, suburban families and couples, urban professionals, and ethically conscious consumers. The research explored consumer perceptions of One Water’s brand design and messaging to identify opportunities for improvement.

Impact

The research provided actionable recommendations to refine One Water’s brand elements:

Enhancing packaging: Incorporate clear, front-facing statements about the brand’s mission to ensure its impact is immediately recognisable.

Focusing messaging: Emphasise One Water’s founding story and transparent commitment to impactful charity work.

Targeted communication: Tailor messaging to different levels of ethical motivation, balancing authenticity and simplicity.

By implementing these insights, One Water reinforced its identity as a mission-driven, ethical brand, standing out in a crowded market and deepening connections with ethically motivated consumers.

Findings

Brand perception transformation:

• Initial scepticism about ethical claims shifted dramatically when participants learned about One Water’s mission.
• This transparency distinguished One Water from competitors, elevating it as an authentically ethical brand.

Packaging Insights:

• The premium can design aligned with environmental values, appealing to highly motivated consumers.
• Current packaging lacked immediate clarity about the brand’s ethical mission, relying too heavily on prior consumer knowledge.

Messaging effectiveness:

• Statements like “Every litre of One Water funds 10 litres of clean, safe water” effectively connected purchases to tangible outcomes.
• The brand’s founding story resonated strongly with ethically conscious consumers, reinforcing its authenticity.
• Simple, impact-led claims were more effective than general sustainability messages.