Creative agency Thinkerbell has teamed up with Jerome Borazio, founder of the Laneway Music Festival, to co-create and co-own a new water brand named 'Water Can'.

The brand's strategy is to deliver the benefits of 100% purified still or sparkling water, packaged in an aluminium can, eschewing the use of plastic bottles.

The 'Water Can' brand has been made available at festivals such as the Laneway Music Festival, where it was sold in a screw top can. Festival-goers were encouraged to refill their empty 'Water Can' cans at hydration stations. To mark the launch, 'Water Can' introduced the 'Sweat Shirt', a garment that reveals a design when wet from sweat, acting as a voucher for a free 'Water Can'.

Adam Ferrier of Thinkerbell and Water Can stated: “Water Can is a fun step into co-ownership of brands and product design for Thinkerbell and the team has done a great job in coming up with a water brand that’s pretty interesting.”

Chief Creative Tinker Tom Wenborn added: “To celebrate the launch, Water Can released the ‘Sweat Shirt’ to help combat partygoers’ dehydration. The shirt reveals a design when it gets wet from sweat that acts as a voucher for a free Water Can. It serves as a reminder for Aussies to drink water and remain hydrated throughout the Laneway festival.”

Jerome Borazio, St. Jerome's Laneway Festival and Water Can Co-Founder, said: “We’re stoked to have created Water Can – as we understand the importance of staying hydrated to feel good. Attendee safety and a safe environment are always one of our top priorities.”

The 450mL 'Water Can' Still and 'Water Can' Sparkling cans have been rolled out at Laneway festivals across Adelaide, Melbourne and Perth, and are available at outlets across Australia for RRP $6.00.