The high demand for low sugar products and the 17% year on year growth in the booming £400m flavoured water market inspired entrepreneurs Felix Tanzer and James Shillcock (founder of Vivid Drinks) to formulate the world’s first all natural vegetable water brand.
Appointed design agency BrandOpus hopped at the chance to invent the brand from scratch. They conceived the brand character J.F.Rabbit; a mad rabbit professor who’s fascinated by the inherent goodness of vegetables. For Veg Water, he has invented ingenious vegetable contraptions that navigate and blend fresh water with vegetables, to create a range of delicious drinks, all 100% natural with no added sugar.
J.F.Rabbit’s Veg Water is available in three different varieties: ginger, beetroot and cucumber (yes, we know, technically cucumber’s a pepo).
Paul Taylor, executive creative director at BrandOpus, says, “J.F.Rabbit’s Veg Water captures the quirk and inventiveness that has driven James & Felix’s passion to introduce a genuine and new drink experience to the category. We are looking forward to seeing this exciting new launch ‘making waves’ on the shelf very soon.”
Felix Tanzer, Founder of J.F.Rabbit’s Veg Water, says, “In the face of fruity, sugar packed drinks and snacks, we set out to invent naturally healthy products from something we’re all familiar with; something we’ve all been told is good for us since we were small. VEG!
We briefed BrandOpus to help us create a brand that captured that inventive spirit; the fun of getting outside, growing and creating things but also reflecting an eccentric, steadfast loyalty to VEG. We’re delighted at the brand they have created, the category defining packaging and how JF Rabbit embodies our vision. We can’t wait to take him and his contraptions beyond these waters and into other VEG based food and drink in the future.”