Chicagwa is unique to Chicago in that it's actual Chicago tap water. Of course the brand is the locally-designed and locally-manufactured cans, but it also represents every drop of water coming out of every faucet in and around Chicago.

The cans were distributed locally at events and iconic establishments all around Chicago.

To bring awareness to Chicago's nearly endless water source, and the overall quality of Chicago tap water, we literally branded Chicago tap water and put it in cans. We called it Chicagwa.

We created a limited run of 10,000 cans featuring designs by 6 local street artists in a range of styles to represent the diversity of the city, and gave the cans away at iconic Chicago establishments.

Each can served as a tool to enlighten people to the story of Chicago water - the endless water source, the work of the Water Department, and Chicago's rich history with water.

But Chicagwa isn't just water in a can, it's the water coming out of every faucet in Chicago. So we we created Chicagwa branding for city restaurants, public water fountains and water bottles, and even sponsored neighborhood races and festivals.

Our primary target was Chicago residents, to enlighten them to Chicago's nearly endless water source and the work the Water Department does to bring clean drinking water into their homes, neighborhood restaurants and water fountains.

Beyond current residents, the initiative aimed to attract new residents, businesses and tourists to the city by shining a light on a unique aspect that sets Chicago apart from other U.S. cities, especially when many are dealing with draughts and or water sources that are growing scarce.

Our approach was to use the cans as a road flare to tell the story of Chicago water, so that when residents and non-residents alike drink Chicago tap water from a can, a faucet, or a lawn hose, they think of Chicagwa, and in turn associate Chicago with good drinking water.

The brand was unveiled by Mayor Lori Lightfoot during National Drinking Water Week at a press event in front of Chicago’s historic Water Tower. To coincide with the event, we released a short film announcing Chicagwa and telling its story, narrated by Chicago TikTok historian Sherman "Dilla" Thomas, a website featuring educational resources and tools for local businesses and residents to help promote Chicagwa, a series of digital billboards throughout the city, and social media announcing "drops" where cans were given out free at iconic Chicago establishments. We also plastered Chicagwa branding in restaurants throughout the city, public water fountains and water bottles, and even sponsored neighborhood races and festivals.

Demand was so high for Chicagwa, the cans ran out in just weeks. The launch received major press coverage not only on all local news outlets, but national and international press, sparking partnership interest from local sports teams and Chicago-born celebrities and requests the cans from all over the country. Demand currently continues with regular inquiries from all over the country for the cans, and discussions around privatizing the brand.