Bottled water big dog Evian is banking on the current trend for all things sustainable to shift its latest creation: a home-use water filter which provides H2O addicts with the Evian experience whenever they want it, while simultaneously allowing them to cut down on plastic usage.
Called the Evian Renew — which parent company Danone is marketing by shooting the product in the sort of pinks-and-palms environment that millennials are assumed to love — the product, which has already been endorsed by Evian’s creative advisor for sustainable innovation design, Virgil Abloh, consists of a collapsible five-litre bubble built from 100 per cent recycled plastic atop a base unit which dispenses the crystal clear liquid and can alert users to when they’re running low on stuff that most of us source from taps.
Evian says, “The app is able to track the amount of water consumed and notify the user when a re-fill is needed,” going on to add that “the effortless e-commerce offering provides a free, connected experience meaning consumers will never be without the unique purity of Evian natural mineral water.” For the rest of us, the humble tap might still suffice.
Still, Virgil seems excited about it. The Off-White designer is quoted as saying, “I’ve always been inspired by great design and how it can shape our lives, which is why I’m excited to see Evian pushing the boundaries with the design of this disruptive new product that will transform the way we drink Evian water at home.”
All tap-based snarkiness aside, it is heartening in a way to see a company as big as Evian attempting to tackle the massive issue that is plastic wastage in a genuinely innovative manner. The initial Renew pilot will see 200 lucky consumers based in London and Paris trialling the product. It forms part of the company’s commitment to becoming a totally circular brand by 2025.
This isn’t the first time that Virgil’s concerned himself with the environmental science behind purified hydration: back in March, the multi-disciplinarian designed a new bottle for the company, which you can see below.