True Water

With consumers increasingly prioritising health and wellbeing, Frucor identified an opportunity to create a water brand that offered more excitement than plain water, but without the guilt, sugar or artificial additives often found in flavoured alternatives. Denomination’s solution was True Water: a brand centred on purity, subtle flavour, and modern simplicity.

The logo was crafted around a single defining idea: the water drop. This element acts as a distinctive brand asset, intuitively linking the graphic to the name. The drop shifts colour depending on the fruit extract used, creating clear flavour differentiation while maintaining a clean, cohesive visual system.

To communicate premiumness and stand apart in a crowded category, we selected an unconventional Boston-shaped glass bottle. Its tactile form not only signals quality but also invites reuse, aligning with the sustainability expectations of the target audience. The design encourages consumers to keep and refill the bottle, extending its life beyond a single use and reinforcing the brand’s environmentally responsible mindset.

The result is a brand that delivers premium simplicity. It’s refreshing, modern and better for both the consumer and the planet.