People People logo




The problem

In many cities, tap water is drinkable. Here people are sceptic of buying shipped, environmentally wasteful, bottled water – even if they are not by a tap. This decrease water sales.

The solution

Sell unshipped tap water with a twist.A shop assistant will fill the bottle for you when you buy it. The bottle has all the good old attributes of a glass bottle but comes in plastic for good usability and price.

Eco note

Selling local water where it’s possible would drastically reduce the 5 million litres of bottled water shipped and sold every day globally.

The full story

A current business model that give consumers a bad conscience

Bottled water often travels across oceans – from spring to factory to market. In countries where the local water is tasty and healthy, knowledge of the bottled waters environmental impact make consumers feel uncomfortable.

Most water kettles are also perceived as “not kitchen like”. Usually they are experienced as ordinary electronics.

Getting around the problems

A shop sell the empty bottle and fill ups. The bottle would only travel locally and empty. In the factory the air would be squeezed out of the bottle before it’s closed to remain flat and light during transport. This reduce both transportation costs and environmental impact.

Saved transportation costs can be used to please a higher consumer demand on cap and bottle. The bottle has all the good old attributes of a glass bottle but comes in plastic for good usability and price. You might keep it longer before you recycle it – in one way for refills, but also if you want to display your choice of drink to people around you.

Filling a bottle up in a store creates unique customer service possibilities. A customer may choose from a variety of season-based flavours of water. We are talking about real lemon, real berries, or perhaps some ice cubes on a sunny day!

App fruit before fill up by People People - Swedish Design

Consequently, we set out to meet the following issues:

  1. How can we design a solution that creates an alternative product to bottled water. A solution that both reduce shipped water where it doesn’t need to be shipped, while creating a more desirable consumer experience?
  2. How can we allow people who desire to display a choice in favour of the environment to get a user friendly way to do so?

More tasty and less environmental impact

Tap water is a way to make a step towards sustainability both user friendly and desirable.

  • Martin

    To me the biggest problem with bottles is that I perceive them as difficult to wash, e.g. if you have lemonade in them. What if you could unscrew the bottle along a discrete line so you easily can open it and wash it in machine?

  • Claes

    Beautiful. To me the biggest problem with buying water is however that it comes in plastic bottles. Which is poison both for me and for the environment… I wouldnt mind carrying something heavier with me to get around that!

  • Matina Keramida

    I do drink both bottled water (at home, where the water isn’t filtered) and tap water (at the office, where the water is filtered). For my home ritual, the moment of truth is when I throw my home garbage away every day. Even though I throw the plastic bottles at the recycling bin (which is presumably a good thing), I still feel full of shame. When I’m at the office, I use a 1.5L glass bottle which I fill every morning, making a promise to myself that I’ll drink it up before I switch off for the day. It’s an impressive aqua blue bottle, which stands out and – for some reason – receives many positive comments by my colleagues, something that subconsciously enhances my daily ritual of refilling it every morning.