Dirty Water by Garage Project

Dirty Water by Garage Project
Brand Creation | Innovation Strategy | Sustainability-Led RTD Launch

As an innovative offshoot of Garage Project, Dirty Water was developed as one of New Zealand’s first brewed hard seltzers, positioned to disrupt the clean RTD space with real credentials and bold personality. Unlike typical blended spirit bases, Dirty Water is brewed using a gluten-free grain and filtered for a sparkling-clean alcoholic base. Each can contains less than 90 calories, <1g of sugar, and is completely gluten free.

More than a name, Dirty Water is a cheeky brand with a serious purpose: 10% of profits go to clean-water initiatives through Million Metres Streams Project, helping restore over 1 million metres of Aotearoa’s waterways. The identity rejects washed-out wellness tropes in favour of vivid, flowing designs inspired by nature, balancing play and purpose.

The launch introduced Dirty Water as both a progressive brand platform and a new category player in NZ’s booming RTD landscape. Initial traction led to expansion into Australia and Singapore, with Garage Project’s sustainability mission at its core.

Read my interview here with the Print Room, NZ.

Credits: Garage Project | Akin Studio (Branding & Design) | Hello (Media & OOH)