14 Jul '11, 5pm

Plastic. The Next Great Brand Challenge. | Sustainable Life Media via @SustainBrands

“We live in a platform world!” an enthusiastic Jason Foster told me at the recent Sustainable Brands Conference in Monterey. “Bulk, weight and mass are the new parameters for innovation.” If this all sounds a bit confusing, let me backtrack. Foster has created an entirely new format for plastic spray bottles and containers that rethinks many of the core presumptions of the category. The big idea? Move past the current cheap disposable bottle (and mindset) toward a new paradigm of utility. The goal is to design bottles that are truly reusable. An added benefit of his design is that the bottles are designed for consumer mixing – they’re shipped sans the 99% water that fills most cleaner bottles. Instead, they feature an innovative reservoir that – much like a bar shot dispenser – can shoot pre-measured concentrate into the bottle for consumers to mix with their own tap water...

Full article: http://www.sustainablelifemedia.com/news_and_views/articl...

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