October 17th, 2025
Growing from two brothers, just 22 and 24, fresh out of university, with a big idea and even bigger taste buds. These entrepreneurs, inspired by their travels, wondered: why couldn’t a drink be refreshing, flavourful and fun and better in impact? Thus, Arrowtown was born to take on some of the big names and do things differently. What’s gone into their story is a raw kind of enthusiasm made of honesty, adventure and the drive to bring better flavour.
Arrowtown’s brand is about shaking up expectations. They are “Refreshingly simple,” with “Better flavour. Better times. Bigger impact.” bringing fresh perspective to a crowded industry.
The Identity: Playful, Honest, Sugar-Aware
What sets Arrowtown apart is how they blend fun with heath, wellbeing and environmental responsibility. While many “booze alternatives” still carry 20+ grams of sugar per can, or lean on misleading “healthier” claims that end up tasting like disappointment, Arrowtown wants flavour, not deception. Their tone is refreshingly human and the brand admits that the founders had “all the wisdom of a couple of uni students (which is to say, not much).” But more than enough to create a brand which claims accountability for it products and its impact, partnering with Ocean co to reduce plastic waste, helping with the organisation’s ambitious goal to collect 7 billion ocean-bound plastic bottles by the end of 2025.
Arrowtowns care for the plants ocean environments and passion for spreading “waves of positivity,” reflects their community spirit and emphasis on enjoyment. Which is further reflected in their colourful cans, bold font and bright icons.
Values & Brand Promises: Better Than “Just a Drink”
Arrowtown’s identity isn’t just a marketing front, it’s built on real promises. They’re committed to creating a drink that tastes great and reflects conscious choices.
The values they emphasise include:
- Honesty over hype: They call out sugar levels in other drinks, reject empty “healthy” claims and want their own to feel good both on the palate and in broader lifestyle terms.
- Fun as essential: It’s clear they see enjoyment not as a byproduct but core. Better flavour and better times are not secondary, they’re central.
- Change and impact: “Thirsty for change”, they want to shift consumer expectations. Even how they communicate shows that they see an opportunity to remake norms in the drinks world.
Why Their Brand Identity Resonates
Arrowtown succeeds in part because it taps into the authenticity that many consumers. In a market saturated by products making vague or inflated health claims, people are hungry for brands that speak plainly, that admit their flaws and that promise transparency. They invite the customer into the journey rather than talking at them, saying,
“we may not have all the wisdom, but we care, we try, we want fun and better stuff.”
Pairing “better taste” with “better impact,” Arrowtown aligns with modern values of health, honesty, sustainability and responsibility. Their uniqueness and their identity is built not on perfection, but from purpose, energy and joy.
Created by Jessica Marwood.
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