THIRSTI - Natural Spring Water

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THE BRIEF: Relaunch ISOFIT+, THIRSTI's previous isotonic drink that was under performing in sales due to market invisibility.

THE SOLUTION: a complete rebrand with a new name, packaging, and a bold advertising campaign — THIRSTI SPORT: “YOU’RE A MACHINE.” Featuring two of South Africa’s top performing athletes, Cheslin Kolbe and Gerda Steyn.

Create a new positioning and advertising campaign for THIRSTI Flavours — a lightly flavoured, natural spring-water sparkling drink

POSITIONING:  An extraordinary flavoured sparkling water made from natural spring water for extraordinary people. 

CONSUMER PROMISE:   An extraordinary flavoured sparkling water made from extraordinary natural spring water. 

CONCEPT: THE SWEET LIFE

In African culture, sugar has always held a significant and positive connotation. It symbolizes joy, celebration, and moments of togetherness. This cultural backdrop positions sugar—and by extension, sweetness—as an emotional cornerstone, evoking feelings of happiness and abundance. 

Similarly, aspirations for a better life—filled with wealth, comfort, and respect—resonate deeply across our audi- ence. “The Sweet Life” effortlessly connects these two ideals: the immediate joy symbolized by sweetness and the aspirational dream of a brighter future. 

By adopting “The Sweet Life,” we position our brand as more than just a product—it becomes an emotional bridge between where our audience is today and where they want to be tomorrow. The concept reflects a vision of: 

A good life: Happiness and fulfillment in daily moments.
A better life: Progress, self-improvement, and optimism for the future.
A respectable life: Comfort, status, and being admired within one’s community.
This aspirational yet relatable message is likely to strike a chord with our audience, making “The Sweet Life” not just a tagline but a promise of hope, success, and positivity. 

THE BRIEF: Redesign the current packaging to replace Springboks

THE SOLUTION: For THIRSTI Natural Spring Water, the design direction moved away from typical retail clutter toward a more refined, meaningful expression of origin. We chose striking black-and-white photography of the Drakensberg — the actual source of the water — as the hero of the packaging.

This fresh, minimalist approach instantly communicates purity and provenance while giving the product a sophisticated, premium presence. By stripping away noise and focusing on the landscape itself, the design stands out in a saturated category and reinforces THIRSTI’s authentic connection to its natural source.