Can product innovation turn the tide on a nation’s water crisis?

Client: 

Taro Water

Timeline: 

10 Months

Align With Leaders

Taro Water approached us with a prototype that had the potential to do more than enter a market—it had the ambition to reshape an industry and address a national water crisis in India.

They had developed a technology they believed could meaningfully shift how water is managed and reused at scale. But to realise that ambition, they needed more than a product—they needed the strategy, positioning, and tools to take it to market with credibility and clarity.

From the outset, their belief was clear: this wasn’t just about launching a wastewater solution, but about contributing to systemic change.

That ambition shaped everything that followed.

Become The People

We began by stepping back. Before bringing a product to market, we asked a more fundamental question: was the brand strong enough to carry the weight of its vision?

Because this product wasn’t an endpoint—it was the first expression of something much bigger. A broader ambition to become a trusted partner in water management, with the potential to scale across solutions, sectors, and geographies.

To ground that ambition, we explored the full landscape:

• The scale and complexity of the water crisis in India
• The different impact areas and stakeholders involved
• The expectations placed on solutions operating at this level
  
  

From this, we defined a higher-order strategy and purpose — one that sat above the product itself. A unifying thread that could carry through everything Taro Water would go on to build.

With that foundation in place, we refocused on the product. We worked to translate that broader vision into something tangible at a product level:

• Understanding behavioural drivers and barriers across key audiences
• Defining targeted communications based on real motivations
• Collaborating closely with Taro’s team to distil complex expertise into clear, accessible value

The challenge was not just to explain the technology, but to make it felt, understood, and trusted.

Create New Solutions

Our task was to position the product as more than a standalone innovation. 
It needed to be seen as:

• A transformative solution
• From a partner with a purpose extending beyond their own products
• And grounded in a broader commitment to sustainable water management

We developed a system that could hold both the scale of their ambition and the clarity required for adoption, which included:

• A cohesive brand and product narrative
• A visual identity system, including 3D graphics and abstractions to ease the communication of complex processes
• Clear, structured messaging to simplify advanced technology
• The industrial design of the product itself
• A range of touchpoints designed to support understanding, trust, and engagement

Every element worked to make the innovation easy to grasp, credible to decision-makers, and compelling to adopt.

Deliver Sustainable Change

The outcome was not just a launch, but a platform for growth.

We equipped the Taro Water team with the tools to carry the vision forward:

• Strategic frameworks and narratives
• Scalable brand and communication systems
• Training and internal alignment
• Campaign platforms and activation ideas
• Future-thinking to support product evolution and expansion

This ensured the work could extend beyond an initial product—supporting a pipeline of solutions, all connected by a clear and consistent purpose.

Contact Us

If you're launching something new, let's talk about how we can make the biggest impact.

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