ANEW → brand identity

DMY partnered with For The Better Good to rebrand their compostable bottled water as a recyclable, plant-based alternative in the competitive single-use market. Tasked with creating a unifying brand identity, we chose the name “Anew,” representing renewal and circularity. This new name supports a flexible, memorable call to action—“Drink Anew,” “Choose Anew”—underscoring the brand’s commitment to sustainable solutions. Our logo design conveys optimism and circularity, adaptable for future plant-based materials. We worked with the client to design a custom bottle in a distinctive blue, signalling ‘water’ and creating a strong visual impact in retail fridges and for their public collection bins. To capture the product’s ethos, we emphasised ease of recycling and reusability, creating a collection system for used bottles. Through campaign imagery and messaging, we positioned Anew as a user-friendly, renewable alternative for consumers and businesses looking to reduce their plastic dependency. The launch marked Anew as a practical, sustainable choice in the bottled water sector and beyond.