A London-based design studio has found itself at the heart of an international environmental controversy after its branding work was used by food and drink titan Nestlé to promote water extraction from a protected US region.
From London to Cape Cod: An Unwitting Partnership
Frame, a creative agency specialising in branding for ethical and sustainable businesses, was initially hired to design packaging for a premium water brand. The project seemed routine until the firm discovered the water's true origin: Nestlé's operations in Cape Cod, Massachusetts – a delicate ecosystem where the company's water mining practices have faced fierce local opposition.
"We were horrified," a spokesperson for Frame told The Independent. "Our ethos is built around supporting responsible brands. To find our work associated with such a contentious operation was a complete betrayal of our principles."
Nestlé's Thirst in Protected Regions
The controversy stems from Nestlé's long-standing practice of pumping millions of gallons of water from aquifers in ecologically sensitive areas like Cape Cod. Local activists and environmental groups have campaigned for years, arguing the extraction threatens local water tables, wildlife, and the area's natural balance.
Nestlé's strategy of branding this water as 'premium' and 'pure' is seen by critics as a way to justify its contentious sourcing methods. The use of a British design firm with a sustainability-focused portfolio was perceived as an attempt to borrow ethical credibility.
A Firm Takes a Stand
Upon learning the full context, Frame made the decisive choice to publicly sever ties with the project and speak out. This move highlights a growing trend where creative agencies and service providers are scrutinising their clients' environmental and ethical credentials.
"This isn't just about one project," the Frame spokesperson added. "It's about the integrity of the creative industry. We have a responsibility to ensure our skills aren't used to 'greenwash' practices that harm the planet."
Broader Implications for Corporate Accountability
The incident raises critical questions about corporate transparency and the power of supply-chain accountability. It demonstrates how service providers, from designers to marketers, can become unwitting participants in controversial operations, and how their subsequent actions can amplify public scrutiny.
For consumers, it serves as a stark reminder that the story behind a beautifully designed bottle can be far more complex than it appears, underscoring the importance of supporting brands with genuinely transparent and sustainable practices.
