Starbrand launches Local Water 37

Local Water 37, water from springs on the Uetliberg, offers the people of Zurich a local alternative to water from abroad. When Urs Grütter, the initiator of Local Water 37, accidentally discovers a water purchase right in the land register extract of his property, the foundation stone of an extraordinary project is laid.

For the branding of Lokales Wasser 37, Grütter relies on Starbrand, the integrated strategy and branding unit of Havas Worldwide Zurich. Starbrand handles all aspects from brand consulting and corporate identity to corporate design, and developed not only the positioning, name, logo and labels, but also a number of promotional measures for Lokales Wasser 37.

The positioning is based on the responsibility that Local Water 37 assumes toward the environment and the population. The Zurich spring water is only delivered within a radius of ten kilometers and thus pollutes the environment up to 80 percent less than other table water consumed in Switzerland. In addition, all profits are used to support water-related development projects. "A drop that makes a difference" is therefore the brand promise.

Local Water 37 takes its name from the bottling plant at Rennweg 37 in Zurich. Most water sold in Switzerland bears its village of origin in its name. The house number, however, is very differentiating. Because Local Water 37 is, so to speak, the water from the neighborhood.

Responsible at Local Water 37: Urs Grütter, Smita Grütter, Peter Koller, Isabelle Zehnder, Sandra Cueni, Heinz Seidemann. Responsible at Starbrand/Havas Worldwide Zurich: Peter Schäfer (Planning Director), Lukas Bossart (Account Planner), Joya Martellosio (Planning Assistant), Michael Kathe (Creative Director), Magnus-Matthias Sambo, Gregor Juritz (Senior Copy Writer), Denis Schwarz (Art Director), Claude Schweizer, Davide Schenker, Laurie Morard (Graphics), Frank Bodin (Overall Responsibility).