The Branding for this Canned Water Celebrates the Infinite Recyclability of Aluminium

All Market Inc. (AMI) - the makers of Vita Coco - and independent agency Interesting Development (I.D.) are introducing the sustainably minded canned water brand, Ever & Ever. The brand design, including name, logo, identity, packaging, website and all related marketing and communications materials, was created in less than three months to coincide with Lonely Whale’s #hydratelike campaign, which launched at the Museum of Plastic in NYC.

"We originally began working with I.D. to help us crystallise the Vita Coco brand tone and creative strategy. Over time, we truly forged a collaborative, equal partnership between the two teams and reveled in the opportunity to work together again to bring Ever & Ever to life," says Jane Prior, CMO of All Market Inc. 

The idea for the brand was born of the insight that unlike plastic, 75% of aluminium ever used is still in use today, making it a more sustainable alternative for single-use beverage containers. But, instead of making people feel guilty or ashamed about the recycling crisis, Ever & Ever comes to the environmental conversation with a solution that doesn’t require a massive shift in consumer behaviour. Its unique form – an aluminium bottle-can – feels similar to holding a plastic water bottle, and with its resealable cap, customers can buy and drink water just the way they always have, but without the plastic waste. 

"Ever & Ever celebrates the miracle of aluminium by leaning into its longevity,” says Phillip Nessen, head of design at I.D. “While modern brands try to be pithy and concise, Ever & Ever talks too much, repeats itself, and rambles on sometimes more than it should.” Resembling a newspaper with dense columns of text, drop caps, and small spot-illustrations, the design highlights the many stories that aluminium has lived and will live again. In addition to e-commerce, the website also functions as a means of education about the infinite recyclability of aluminium versus plastic and other materials. It employs dynamic visuals and whimsical storytelling to do so.”

A person can actually scroll through the Ever & Ever website forever & ever without ever coming to the end.

All told, AMI and I.D. knocked it out of the park. The first production round of Ever and Ever sold out days after launching. Subsequent rounds will be distributed soon.

"The brilliant thing about this solution is it doesn’t ask much of people. People can go to the same section at the same store and just move their hand over a few spaces to make a huge impact on the environment,” says Nathan Frank, I.D. co-founder and head of brand development.