im Water

This promotional video is either too weird or not weird enough, but I like core idea of im Water: a carrying strap for a water bottle designed into the label itself.

The family business had a screen printing business growing up, including a big die cutting machine, which could totally be used for a job like this.

I suspect the strength of the plastic involved would require basically… more plastic. Which I don’t super love for a world that makes too much throw-away plastic. Not to mention the fact that these are labels you apply to your own water bottles, not that just come like this, is strange, but I imagine it’s just a concept they hope to sell. I just think the idea is really clever.