Drink Philly Tap

Client: Philadelphia Water Department
Project Date: 2019

Branding system and campaign collateral for Drink Philly Tap, a partnership of organizations and experts who are committed to promoting tap water in Philadelphia.

Based on extensive survey data, the Philadelphia Water Department learned that some neighborhoods in Philadelphia buy bottled water more often, even though Philadelphia’s tap water quality undergoes rigorous testing and is safe.

Alongside a team of partners, the PWD Creative Team led branding and design efforts for the project. A grant from the William Penn Foundation helped the wider team pursue the goal of sharing Philadelphia’s tap water as a safe and affordable alternative to buying bottled water.

The branding solution ultimately is meant to invoke an iconic Philadelphia-style mark that instills trust in our hometown tap water. The color palette, heavyweight typeface, and nod to patriotic elements create a brand that feels inclusive, impactful, and friendly.

A major part of the Drink Philly Tap project was community members who acted as ambassadors, leading face-to-face conversations and as brand representatives. Ambassadors received a cash stipend to pay for their time and work and received collateral and materials to support the initiative. T-shirts became a quick way to identify the team of ambassadors. 

Other collateral, like stickers, postcards, and information sheets were low-cost, efficient ways to expand the brand and support the Ambassadors as they were engaging with community members at events. Digital billboards, a custom website, and translated materials continued to spread the message.

By December 31, 2019, over 10,000 people took the Drink Philly Tap pledge to drink tap water and stop using bottled water. 

Drink Philly Tap is a partnership of passionate organizations and experts who are committed to promoting tap water in Philadelphia. The founding partners are ImpactED at the University of Pennsylvania, PennEnvironment Research and Policy Center, the Water Center at the University of Pennsylvania, and the Philadelphia Water Department. 

Project Credits:

Creative Director - Rick Orlosky
Senior Graphic Designer - Herbie Hickmott
Web Designer - Sanika Rann
Web Designer/Developer - Lauren Sell
Photographers - Michael Kelley & Steve Belkowitz