Thirst Trap
A plastic-free water brand with more personality than most spirit labels. We built the product, the brand, and the reason anyone cared.
Thirst Trap
A plastic-free water brand with more personality than most spirit labels. We built the product, the brand, and the reason anyone cared.
Most water brands try to disappear. Thirst Trap was built to be impossible to ignore.
Australia's bottled water aisle is a sea of blue minimalism and vague wellness claims. Thirst Trap arrived with a different thesis: that a sustainable product doesn't need to look worthy, it needs to look like something people actually want to be seen holding.
Example led the full product and brand development from the ground up. The name. The positioning. The visual identity. The tone of voice, cheeky, confident, and designed to cut through a category that treats personality as a risk. Every element was built around one observation: water is the most frequent purchase in FMCG, and the brand with the strongest point of view in that fridge wins.
The amplification strategy matched the energy of the brand itself. Influencer campaigns, stunts that earned national press, and a retail rollout that put Thirst Trap on shelves across Australia. Not through spend. Through a product and a story that people wanted to talk about.
A sustainable, plastic-free water brand that proved you don't need to be serious to be taken seriously. That is the hardest tone to land, and the most commercially valuable when you do.
Most water brands try to disappear. Thirst Trap was built to be impossible to ignore.
Australia's bottled water aisle is a sea of blue minimalism and vague wellness claims. Thirst Trap arrived with a different thesis: that a sustainable product doesn't need to look worthy, it needs to look like something people actually want to be seen holding.
Example led the full product and brand development from the ground up. The name. The positioning. The visual identity. The tone of voice, cheeky, confident, and designed to cut through a category that treats personality as a risk. Every element was built around one observation: water is the most frequent purchase in FMCG, and the brand with the strongest point of view in that fridge wins.
The amplification strategy matched the energy of the brand itself. Influencer campaigns, stunts that earned national press, and a retail rollout that put Thirst Trap on shelves across Australia. Not through spend. Through a product and a story that people wanted to talk about.
A sustainable, plastic-free water brand that proved you don't need to be serious to be taken seriously. That is the hardest tone to land, and the most commercially valuable when you do.
