Goodnüs™ Gracious Water
The United Nations, in partnership with creative agency 789, Inc., has launched an unusual yet powerfully symbolic product: Goodnüs™ Gracious Water — a functional beverage that dares to ask: what if being a better person started with something as simple as a sip?
Drink it, become a better you.
Share it, evolve US and the world.
A Drink With Purpose
Goodnüs™ isn’t just clean hydration — it’s a vessel for something deeper. With every sip, it promises to nudge the drinker toward more empathy, kindness, and grace. And when shared — knowingly or unknowingly — it plants a seed that grows far beyond the bottle. It’s not about changing the world overnight — it’s about changing us, together.
The idea is simple: we hydrate our bodies every day. What if we could hydrate our humanity too?
Design That Reflects the Global Vision
The packaging features seven colorful icons, one for each continent, orbiting a central heart-shaped “G” — a symbol of global connection and the good in all of us. The bottle is minimalist, pure, and quietly iconic.
A Campaign That Feels Familiar — But Isn’t
In an age of hyper-trendy wellness products, Goodnüs™ stands out not by doing more for money — but by meaning more for humanity. It’s intentionally leveraging a product launch, capturing attention through the familiar language of consumer culture while offering a gentle challenge: a simple act can have a massive potitive impact.
The Role of 789, Inc.
Tasked with creating a campaign that was culturally resonant across every continent, the 789, Inc. team developed the name, brand identity, messaging, packaging, iconography, and global marketing plan. Known for building brands rooted in purpose, 789 helped bring the UN’s humanitarian mission to life in the form of a deceptively simple product — one with the potential to travel the world, one bottle and one interaction at a time.
Because sometimes, the most powerful things we share… look just like water.
Water sustains life. Compassion gives it meaning.
This may be an April Fools’ post, but the need for more compassion is no joke. We believe there is Goodnüs™ in all of us… so let’s pour it into the world — one small act at a time.
