This is a weird one, idk maybe just me, but it’s a stat.

Last year I was part of a team rethinking, refreshing, and rewriting the label for one of the most ubiquitous bottled waters in existence, Dasani.

Less than 30 words made it in, you’d be surprised how hard it is to get just a few words, ‘Crisp. Clean. Refreshing.’ approved in the water world - even harder for the designers at TAXI Studio (London) who did the new label and packaging redesign.

Role: Creative Director (Writer)