Using the insight that hidden sugar in drinks is seen as the devil as a starting point, a proposition around creating a ‘drink that cares’ was the initial thinking behind the brand's redesign. The image of a mother elephant protecting her calf became a powerful emotive metaphor for the brand and how it cares about children – this character was given the name ‘Firsty’. By making the trunk transform into the straw a fun feel was added to the pack. The overall watercolour illustrative style reinforced the natural goodness to the brand.

At Springetts we help our clients create and grow their brands through incisive strategic thinking and distinctive, engaging design solutions. The projects may vary in size and scope but our principles, and how we apply them, remain constant. What drives our thinking and enthusiasm on every project is a passion for making a positive difference to a brand’s success. Understanding our clients’ businesses and getting under the skin of consumers always provide us with the greatest insight into how a brand should communicate in a uniquely differentiated, impactful and engaging way.

With three children of our own, we know how challenging it is for busy on-the-go families to stay hydrated and healthy. That’s why we created Nurture Fruity Water+ in a handy mess-free pouch! Just fruit juice, water and added goodness to support children’s immunity from the age of one-year-old.