Approved
Brand Standards

Always:

• Capitalize the “B” and the “W” in the brand name, i.e., “Boxed Water”.
• Use the Boxed Water brand name only as a proper adjective (not as a noun or verb), i.e., “Boxed Water sustainably packaged water or Boxed Water brand”.
• Use the TM symbol after brand name, i.e., Boxed Water™ in first usage
• Refer to the category as the carton category, or sustainably packaged category.

Examples of Correct Use:

• “I drink Boxed Water™ brand water because it is sustainably packaged.”
• “Pass me a Boxed Water™ carton.”
• “I buy Boxed Water™ sustainably packaged water.”
• “Boxed Water™ cartons are a good alternative to single-use plastic bottles.”

Never:

• Use the Boxed Water brand name as a noun or verb.
• Use the Boxed Water brand name in the possessive or plural form, i.e., “I bought Boxed Waters”.
• Use BWIB as an abbreviation.

Use it as a verb. As much as possible, or at least in the first instance:

• Put the whole name in capital letters, i.e., BOXED WATER.
• Put the whole name in italics.
• Use the ® when using the trademark, BOXED WATER IS BETTER.
• Capitalize the letters B, W, I, B in each word of BOXED WATER IS BETTER.

Examples of Incorrect Use:

• “Pass me a Boxed Water”.
• “Boxed Water tastes delicious”.
• "Do you carry boxed water?”
• "The boxed water category is outselling plastic bottles".
• "I drink Flow boxed water".