You’re at a festival. The music is pumping, the energy is electric — but there’s a catch: you're thirsty. You want to keep the vibe going but you’re either choking on dusty festival air or half focused on the lifeline that is the flimsy, screwed up, half empty Evian bottle you’ve been clutching to awkwardly all day.

Enter ON TAP.


Tasked with developing a water brand that taps into a tribe mentality, two key insights emerged:

1. Festival seasons are thirsty seasons. The average festival-goer uses about 14 litres of water over a weekend

2. Single use cans and bottles contribute to the 23,500 tons of waste produced by festivals annually.
 
Highlighting the urgent need for change in how the festival sector tackles sustainability, ON TAP champions the present moment, connecting with both festival-goers and organisers. It offers a practical, innovative solution that aligns with their shared values of community and experience, all wrapped in a vibrant, high-energy identity that mirrors the spirit of the festival scene.

Strategy 
Identity 
Motion
Campaign