London push for tap water

London design consultancy OPX has created the identity and advertising campaign to encourage Londoners to drink more tap water.

The initiative, backed by London Mayor Ken Livingstone and Thames Water, is entitled ‘London On Tap’ and launches today at the Greater London Authority’s County Hall.

OPX has been involved in all aspects of the campaign, from naming and brand development through to delivery of printed materials and the campaign’s website,, while the photography is by Andrew Penketh.

London On Tap’s major focus is to question the sustainability of bottled water. It aims to get the public drinking tap water in London’s restaurants, cafes and bars.

A major part of the campaign will be a design competition, launched in May and open to all London-based designers, to create a carafe for London to be used across the capital.

Simon Goodall, OPX partner, says, ‘We hope the carafe competition will offer an opportunity to show how designers are embracing sustainable thinking in new and exciting ways.’

For more information about the campaign and competition, visit

Hide Comments (2)Show Comments (2)
  • Jay November 30, -0001 at 12:00 am

    Shame such a good message has been lost in a wishy washy (ha ha) GCSE project of a website.

    For the record, I think Yorkshire water tastes significantly better than that here in South London.

  • Nick Tamer November 30, -0001 at 12:00 am

    Dear Mr David Owens, your tap water is so hard it ruined our espresso machine and in our area a slowly brewed tea can just about cover it’s muddy taste. The reason why we’re nervous of asking for tap water in a restaurant is that it would denature the meal. I wonder if your taste test is made by fish?

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