Richmond, UK,  April 25 – One Water, the ethical water brand, today unveils its refreshed branding.

The rebrand represents a bold, colorful, and warm new look that builds upon the company’s original aesthetic while clarifying its mission to make ethical hydration the easy choice for consumers. The new visual identity of One Water harks back to their original logo, featuring two inverted water droplets forming the shape of a heart, symbolising the good being done with every purchase of One Water.

The rebrand will be accompanied by a marketing and social media campaign - Do One Good Thing - aiming to create a movement - that shifts the focus from grand gestures to the small, meaningful choices that truly create change. 

The rebrand is more than just a fresh design – it’s a response to shifting consumer expectations. In a world where global challenges can feel overwhelming, consumers want to make a difference, but they need clear guidance on how to take action. Research conducted last year by One Water revealed that the desire to support brands that are “doing good” is higher than ever, and the new, purposeful brand reflects that.

Ian Spooner, Brand Director, One Water comments,

“We believe that small actions lead to great change. The power of ‘doing one good thing’ is central to what we stand for, and the rebrand is a visual embodiment of that belief. Research revealed that many consumers are drawn to ethical brands, but often feel overwhelmed by the scale of global challenges. We’ve listened to our consumers, and we’ve evolved. The rebrand is designed to strip away the complexity and reinforce our core message: every One makes a difference. We want to make it as easy as possible for people to make a positive impact, one small action at a time.”

For over 20 years, One Water has been driven by a single, powerful vision: to ensure that everyone has access to safe, clean water. Since its founding in 2005, the company has helped to change over 5 million lives through its clean water initiatives, mainly in sub-Saharan Africa. The rebranded packaging also features a QR code on the back of each bottle, allowing consumers to easily learn more about the brand’s initiatives and the impact of their purchase.

Duncan Goose, Founder of One Water comments,

"Our vision remains unchanged – to change lives, one day at a time. With this rebrand, we’re empowering consumers to be part of a movement that focuses on the small, meaningful choices that add up to real, lasting change. Whether it’s choosing ethical bottled water, supporting a local charity, checking in on a friend, or simply sharing a moment of kindness, these acts all have a ripple effect. When enough people take small steps, they add up to something powerful."

The new packaging is already starting to appear in Sainsbury’s Local stores and will be available at Starbucks and World Duty Free in the coming weeks. In 2024, One Water announced that, in partnership with The One Foundation,  it had reached £30 million in funds raised for clean water projects all over the world, changing the lives of over 5 million people.

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Learn more about the rebrand and how you can make a difference by visiting onewater.org.uk or following @onewateruk on social media.

About One Water & Duncan Goose
Since its founding in 2005, One Water has been on a mission to provide safe, clean water to communities in sub-Saharan Africa through every bottle sold. In partnership with The One Foundation, One Water has raised over £30 million to fund clean water projects, making a tangible difference in the lives of millions. One Water was founded by Duncan Goose, who was inspired to set up the brand after seeing a photograph in the newspaper of a young girl sitting next to a padlocked tap in Nairobi, Kenya. With stockists such as Co-Op, Holland & Barratt, Ocado, Sainsbury’s, Starbucks and World Duty Free, it is clear that the big retailers are waking up to working with brands with purpose. One Water is B Corp certified.

Media inquiries:
Joanne Baird
PR Director
0044 7814 267 444 | joanne@joannebaird.com

Design Credits:

The new look was created by The Collaborators, a design agency based in Bristol.