Papua New Guinean water company, Purewater, wanted to commemorate the nation’s 50th year of Independence. Using their 330mL bottles as a communication channel, we designed a limited-edition run of four bottle designs, each featuring artwork and emblems celebrating the cultural identity of PNG. 

The limited-edition labels were launched around the idea of ‘pure PNG’. These labels spoke to ‘Pure Freedom’, ‘Pure Resilience’, ‘Pure Tradition’, and ‘Pure Culture’. Hand illustrated, each label features a key visual and a unique colour.  

To represent Pure Freedom, PNG’s national bird—the Bird of Paradise—was used over the flag’s colours of black and red.  

Speaking to Pure Resilience, the Lakatoi—a powerful symbol of trade, connection and the seafaring history of PNG—was used over a blue palette to celebrate the waterways that connect the nation.  

Capturing Pure Tradition, the Kundu drum was used to signify storytelling and cultural heritage, the green palette celebrating the forests and mountains surrounding PNG.  

To show Pure Culture, the Bilum was used. A symbol of care, community and strength, the bilum reflects the resilience and ingenuity of PNG women and social connection. The pink colour palette reinforces the compassionate, nurturing spirit of the nation’s women.

The labels were received with praise from the public with audiences posting positive reviews online celebrating the campaign.

“This is what great branding and marketing does, it grabs attention, tells a story, and shifts consumer behaviour.” – Melisha Sindiwan  

“[This is] more than just water – it’s a celebration of a journey.” – Mea Vai