Rethink Water Bottle2

What if we rethunk the water bottle?

We’ve said it before, and we’ll say it again. We love working for people with purpose. So when our friends with Rethink Water came to us with a desire to fix the plastic water bottle problem, we said “yes, let’s.”

Here are few perspective-giving facts about plastic bottle waste:

  1. It takes 3 times the amount of water to produce a plastic bottle than it does to fill it.
  2. On average, only 1 in 5 plastic bottles are actually recycled.
  3. Most plastic water bottles take 400 to 1,000 years to decompose.

So the question is, why on earth would we put the most necessary product to human existence in a package that’s harming the world we live in?

Let’s rethink water, shall we?

Capsule worked with the Rethink Water team to explore this opportunity, and discover what exactly this might look like in today’s market. The team designed a logo and brand identity that overflowed with an aptitude for next-generation water. It needed to be whip-smart with a knack for leadership, but still be as approachable as the girl next door.

This design was then tossed and turned and rolled out to the end package solution (drum roll please).

Introducing water in a pack - A Tetra Pak specifically.

Rethink Water is the first water brand in the United States to utilize the Tetra Pak technology. It’s an ecofriendly alternative to the bottle, and it’s much more enjoyable than drinking from the “milk carton” box products.


  • It’s 100% recyclable
  • It’s made of paper board which is renewable resource and sustainable material
  • The carbon footprint and water footprint are both less than the big bad bottle.

Water, Rethunk.



Posted On

Not clickbait.

Feeling lucky?