A unique marketing partnership five years in the making has finally come to fruition with the launch of a new majority-Indigenous spring water brand called Knowledge Water.
Sydney creative agency, Elevencom, was first approached by the remote NT community of Mandjawuy in 2016 to assist with the creation of their new business which planned to package the pure water from a rainforest spring on their homeland.
Since that time, Elevencom has visited the community many times to help develop the business plan, marketing strategy, and brand assets in collaboration with the Indigenous owners of the business.
Elevencom has also enlisted the pro bono support of a team of industry experts and marketing partners, including Bite Communications, The Works, Shopify, Empower Digital, Michael Kennedy Photography, and Taxi Films to take the brand to market.
This combined effort culminated this month with the official launch of the Knowledge Water business which was marked by a traditional Yolngu ceremony in the Arnhem Land community. The event was attended by Yolngu leaders from the region, the Hon Selena Uibo, NT Attorney General and Minister for Aboriginal Affairs, and other corporate partners.
In keeping with the community’s deep connection to the land, the sustainably sourced water is packaged in cardboard cartons made from FSC certified paperboard and small amount of plant-based plastic.
Profits from the social enterprise will be invested back into the community to support local employment and to ensure adequate funding for the homeland school at Mandjawuy.
A charitable trust has also been created, as part of the project, to offer scholarships for promising Yolngu assistant teachers to pursue tertiary studies with the goal of becoming fully qualified teachers.
The business has already secured its first two corporate customers, Sealink NT and Banubanu Beach Retreat, and is currently in conversations with retailers, government and cultural organisations to expand its distribution.
Knowledge Water is also available to order online via their Shopify digital store: https://knowledgewater.com.au
The brand is being launched via a PR and social media campaign and is spearheaded by an online video produced by Elevencom, Taxi Films and Exposure Productions.