Liverpool agency OneMay has landed another international branding brief after creating the identity and packaging for a new water brand launched by an international Chelsea striker.
The agency said the work was designed to push against the “better for you” branding tropes that dominate the sparkling water market, with WAWA positioned around colour, personality and emotion rather than health messaging and restraint. The brand was founded by Australian footballer Sam Kerr, who announced she was leaving Chelsea this week after six years.
OneMay developed the identity and packaging for the launch, with the agency aiming to make the can itself part of the overall brand experience.
Lee Weaver said: “Most sparkling waters are sold as a compromise. Less sugar. Less calories. Less guilt. Less fun.
“With WAWA, we didn’t want ‘better for you’ to mean boring. We wanted sparkling water to feel like something people actively choose, not the drink they settle for.
“The whole brand is built around that idea. A can designed to make you feel good before you have even opened it. The flavour is the product. The feeling is the brand.”
The project adds to a growing portfolio of consumer brand work for OneMay, which has increasingly built a reputation around packaging and challenger brand campaigns alongside its public sector work.
Recent projects include LOHA, the haircare brand founded by influencer Kristen Hanby, and Nala’s Baby, the children’s skincare and haircare brand founded by rapper Krept and Sasha Ellese.
Martin, co-founder of OneMay, added: “WAWA is exactly the kind of brief we love. There was a clear opportunity to break a category norm and create something with more emotional pull. For us, it was never just about making sparkling water look better. It was about making it feel like a brand people want to be part of.”
