Water that sparkles the imaginationTM.
What is Waju? It’s a new source for upcycled water sourced from organic fruit that up until now would otherwise be just flushed away. But Waju patented a new way of saving this wasted water and upcycling it. That ingenuity, that quirky sense of optimism is what permeates throughout the brand.
It started with a deep dive into Brand Strategy with Waju founder and CEO, Chris Oates. As with so many start ups, his vision of a better water, and daring to leave a solid job to start Waju, was a huge source of inspiration for us. From there, we dreamed up the world of Waju, where the fruits themselves are the vessels that take us all on a voyage to something of a utopia— where invention meets a quirky slightly fantastical place of discovery and delight.
From the flavor names (Lemon Odyssey, Strawberry Voyage), to depicting fruit as the vessel of discovery, to the “#h2omg!”, We are changing the conversation around where your water comes from and why that is important. Can “Upcycled” be a term used to describe water? You bet.
The tag line, “Water that sparkles the imagination” promises this effervescent beverage is exceptional (both literally and figuratively)—Waju quenches one’s thirst in many ways.
OH and did we mention, it’s just 5 tiny calories, 100% daily vitamins, delivered in forever recyclable aluminum cans and so very light on the taste buds and the planet. Win/Win. It’s the feel good fizz we’ve all been waiting for.
We are living in a time of water scarcity – within just the next 10 years, over 40% of the world will face a water deficit. Our client wanted to do something about it while delivering a delicious sparkling beverage without all the bad stuff AND help protect the environment. So he discovered a previously untapped water source: upcycling water vapor lost during the making of organic fruit concentrate. Phew, that was heavy… so we created a lighthearted design to invite the sparkling water obsessed to help solve a big problem in the beverage industry, while not giving up what they love.
