As part of a brand refresh that the company hopes will “reinvigorate its purpose,” Austin, Texas-based Richard’s Rainwater has unveiled new packaging that features a rainbow, an element of the water cycle.
According to the company, the rainbow represents the “vibrancy and vitality that comes from a renewed rainstorm and symbolizes the optimism Richard’s Rainwater has for our world.”
“Our planet is facing a water scarcity crisis. Efficiently capturing and purifying rain for drinking water is a true solution that is net positive and is better for the environment than drinking from other water sources.” said Taylor O’Neil, CEO.
“At Richard’s Rainwater, we have perfected that process, pioneering technology to access the sky’s infinite water supply and we’re scaling that system to hydrate change across the globe. We needed branding as bold as that mission, that makes you want to be part of the change.”
To accomplish this goal, the company tapped Bex Brands to create the new feel that also reflects the brand’s Austin roots.
Jeremy Dahl, partner at Bex Brands, said Richard’s Rainwater sought a refreshed brand look that “made you want to grab a bottle or can of rainwater, take a sip and toast your neighbor to a better way to enjoy water.”
“The vibrant new look provokes the feeling you get from seeing a rainbow, the renewal, energy and zeal for life,” he said. “It is a rallying cry, designed to unite the community and make you want to be part of changing the world one drink at a time.”
Using proprietary technology, Richard’s Rainwater captures water from the most renewable source of water on earth in a net positive process. By bottling the rain with a closed loop system, it is able to deliver more of the water collected into the drinking water system than any alternative process.
According to the company, the rainwater is 100 times cleaner than the strictest standards for bottled water and is purified with zero chemicals. It packages the pure rainwater in infinitely recyclable glass and aluminum.