Virgin Pure is a business name held under license, with the license agreement coming to an end, it was necessary to generate a new brand with it’s own proposition, positioning and personality being careful not to alienate the existing UK audience but also attract a potentially wider audience largely ignorant of the benefits of cleaner water directly to your home tap.

Brand Idea:
'Reinventing the experience of water’

Name Generation:
Including two name generation workshops and a long list of nearly 200 names, including client collaboration and two legal IP name searches.

Brand Manifesto:
Anger is an energy
We’ve used ours to make a positive difference and in the world.

It’s so easy to take the water in our homes for granted, for most we turn a tap and it’s there.  It’s as ubiquitous as the air we breath, but as concerned as we are about the quality of our air, why not the quality of the water we drink?
Frankly our drinking water just isn’t good enough.
How safe is safe? How clean is clean?
Big water is complacent and bottled water pollutes.
This makes us angry because we all deserve better water.

That’s why as audacious as it sounds, we want all home tap water need to be seriously improved, perceptions reassessed and radically redefined.

At Slayk we’ve already done it, redefining what ‘pure drinking water' is, and we want every homeowner to raise their expectations of it too. Clean enough, isn’t good enough, for you or your family. We believe in excellence as standard always.

We serve a better way to drink better, healthier water that’s safer than your home tap but just as convenient and at a similar price as your other streaming services. Slayk delivers a series of daily micro pleasures add up to one big pleasurable water experience accessible whenever you want it.

We’ve raised the standard, we want you to raise your expectation.
Tap out of single use plastic. Tap in, to pure water at home, transforming your daily task into new hydration experience .

You won’t know how thirsty you’ll be until you’ve tasted pure.
SLAYK
Pure satisfaction
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Client: Culligan and Strauss Water/Group
Project: Repositioning, Renaming and Rebranding
Agency: Coppin + Company
Role: Consultant Creative Director and Founder
Team: Tony Coppin and Human Thinking
Date: 2024
Region: UK, Europe region