Bottled water companies have spent millions of dollars on marketing. They’ve convinced customers that bottled is water fresher, cleaner, and overall just more desirable than tap water. Tap is hoping to build a brand that does the opposite and makes tap water cool again, while maintaining a high sense of quality.
We wanted to build a brand and identity that resonates with people who care about the environment. From the app, to the website, to the packaging, we designed everything with one thing in mind: functionality. We took a very no frills approach because Tap is all about reducing waste and providing a reliable alternative to bottled water. Essentially, we are branding “water” and creating a simple, but functional, end-to-end experience that reflects that.