Another Bloody Water
Not Just Another Bloody Choice.
Context
For this project, I developed a campaign for Another Bloody Water (ABW) as part of a creative assignment. The task was to demonstrate art direction using only typography and colour — no imagery. In a category dominated by safe, predictable players like Mount Franklin, ABW needed to stand out as bold, activist, and unapologetic.
The Client Problem
The bottled water market is oversaturated with brands that appear and sound alike. Safe design choices and generic messaging make it hard for a challenger brand like ABW to break through and claim relevance.
Communications Objective
Position ABW as the water brand with attitude — stripped back, bold, and willing to say what others won’t. Build awareness and loyalty by challenging category norms and connecting with consumers seeking difference.
Target Audience Insight
Consumers loyal to established water brands (like Mount Franklin) are fatigued by polished, passive packaging. They crave authenticity and disruption from the brands they choose.
Insight: “When a brand speaks unapologetically, it doesn’t just attract attention — it earns loyalty.”
Single-Minded Proposition (SMP)
Make a difference.
Mandatories:
ABW logo
No imagery; typographic execution only
Portrait Adshel format
Tools: InDesign; final output as PDF
Tagline: “Not Just Another Bloody Choice.
The Creative Challenge
How do you make a water brand feel bold, activist, and disruptive — without photography or imagery — using only type, colour, and words?
Execution
Outdoor Posters: A series of headline-led Adshel executions using irreverent, punchy copy.
Design Approach:
Typography as the hero (minimalist, high contrast, attention-grabbing).
Limited colour palette to enhance impact.
Clean layouts to amplify the bold, unapologetic tone.
My Role (Art Direction)
Interpreted and delivered the brief within strict parameters.
Selected typefaces, colours, and layouts to balance clarity with disruption.
Crafted copy lines that carried attitude while staying true to the SMP “Make a difference.”
Extended the aesthetic into digital mockups (Instagram, Threads, animated billboards).
Reflection
This project demonstrated how creative constraints can drive bold solutions. By working only with type and colour, I created a campaign that cut through category sameness and positioned ABW as unapologetically different.
If expanded, I would explore guerrilla-style extensions such as stickers, street projections, or interactive outdoor ads to push the activist energy further and strengthen ABW’s role as a challenger brand.
The Execution
Wordplay challenges passivity and reframes buying ABW as an act of activism.
Contrasting colours highlight action words, creating an urgent, cause-driven tone.
A distilled version of the campaign’s message — simple, sharp, and purpose-led. The clarity of the copy reflects the clarity of the brand’s mission.
Directly calls out mainstream competitors with blunt, confident copy. Minimalist type design makes the statement unavoidable in outdoor spaces.