BACKGROUND
With the current social and political drive to prevent climate change and pollution; environmental issues are currently very topical. Humans are producing, purchasing and using too much single-use plastic at a rate that is currently unsustainable. Single-use plastics are defined as plastic items that are used once before they are discarded or recycled. These include items such as straws, carrier bags and most food packaging.
There is a growing desire amongst the public for a greater number of plastic substitutes, with guilt being a common emotion experienced when plastic is the only option to purchase due to the lack of alternatives. Individuals should not and do not want to feel guilty about what they buy, rather they should have a multitude of options on offer from which to make a conscious and favourable customer decision.
SCALE OF THE ISSUE
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1 million single-use plastic bottles are bought per minute, yet only a minority of these are recycled. Less than 50% of these are collected for recycling and only 7% are turned into new bottles.
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Excess plastic is either discarded in landfills, where they take up to 450 years to biodegrade, or end up polluting our oceans, killing the wildlife and entering our food chain.
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32% of the 78 million tons of plastic packaging is discarded into oceans, as a result by 2050 it is predicted there will be more plastic in the world's’ oceans than fish.
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In 2015, 50% of the plastic waste generated globally was from plastic packaging.
THE AIM
To create a sustainable product that is a viable, feasible and desirable alternative to single-use plastic bottles, in order to reduce the negative impact of single-use plastic.
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THE SOLUTION: AlÜ
AlÜ is a premium, resealable and reusable hexagonal can of water made entirely from aluminium. AlÜ is an alternative to single-use plastic bottles. AlÜ’s resealable lid allows for ease and practicality of drinking and the unique geometric design allows AlÜ to stand out on the supermarket shelf.
AlÜ is just as versatile as plastic, however unlike plastic, it can be recycled and up-cycled an infinite amount of times, following the principles of a circular economy. AlÜ is more than a reusable can of water: users can also repurpose their AlÜ an infinite amounts of times around their homes, as a makeup/toothbrush holder for example. In this sense, AlÜ comes 100% guilt free.
Smart AlÜ also informs users informs users when it is time for AlÜ to be recycled, upcycled or repurposed by users because of the internal markers/sensors. AlÜ has the potential to connect with ‘Bumblebee Conservation Trust’ and other possible charities adding to its environmental impact.
As well as the hexagonal shape and design of AlÜ comfortable and stylish to hold, it also produced the best packing efficiency which would keep transportation costs to a minimum and reduce carbon footprint.
THE TARGET MARKET
The target user is the up-market, environmentally conscious consumer who has enough income to spend on more sustainable drinking products, or, is an individual who is willing to invest more on a drinking product that ‘looks good’.
When comparing potential users in Waitrose and Sainsbury’s, it was confirmed that there is a product-fit and price-fit within the context of Waitrose over Sainsbury’s, with users stating they would pay an average of £3-7 in the former. After observing the difference between Waitrose customers picking up different products and reading their labels, compared to Sainsbury's customers, who seemed rushed and disconnected on their phones, It was concluded there was a better product-fit in Waitrose as their customers seem to be the most mindful and best suited for AlÜ.
DESIGN DEVELOPMENT
A number of prototypes were created in order to test the assumptions we had made at various stages with potential users. The minimum viable products included physical mock-ups, digital 3D renders and 3D printed models. A large number of research methods and tests were carried out resulting in a pool of insights. From these findings, there were five key insights that had a significant impact on the design of AlÜ. These insights further validated the decision to go with a more premium, hexagonal AlÜ.
ASSUMPTION 1
People will only purchase a sustainable alternative if it was cheaper or the same price as a single-use plastic water bottle.
INSIGHT GAINED
Design was valued higher than price. 70% of potential customers interviewed were more inclined to pay more and buy the hexagonal, more premium option.
ASSUMPTION 2
People would like ‘collectable’ cans with various printed designs
INSIGHT GAINED
Users would not like to collect the cylindrical cans, irrespective of the design printed on them. 60% of users would not be inclined to collect the cylindrical cans. However, there was more interest in collecting the unique geometric cans for reuse around the home.
ASSUMPTION 3
Users will be comfortable paying a slightly higher price if some of the profits went to a charity such as the Bumblebee Conservation Trust.
INSIGHT GAINED
The charitable element was highly valued. 95% of users stated that they liked the link to charity and would be comfortable paying a slightly higher price.
ASSUMPTION 4
Two sizes of AlÜ would be needed, both 500ml and 800ml to suit potential users needs
INSIGHT GAINED
Both sizes of AlÜ were desired. 100% of the users found AlÜ comfortable to hold and found the overall design and appearance appealing. Some users stated that the 800ml was a little too big for their hand if they were commuting with it, however they would want this size if they were sat working for example. Some users stated that the 500ml size was the optimal size to fit in a bag, making it more suitable for a commute. 10% of users stated that they would prefer the 800ml size to reuse in their home. A large majority of users stated that they would like to repurpose their AlÜ at home, for example as a “make-up brush” or “toothbrush holder”.
ASSUMPTION 5
Users would like a smart AlÜ that measured the cans refillable lifetime
INSIGHT GAINED
Users were excited by the concept of a smart AlÜ. 100% of potential users stated that they loved this idea.
MY ROLE & SKILLS USED
I was highly involved in all aspects of this project through all stages but one of my key responsibilities was the communication media used. I personally designed both the cylindrical and hexagonal AlÜ cans. I created all the 3D renders and 3D printed prototypes used.
Another one of my responsibilities included managing the marketing strategy, overseeing its’ implementation, keeping up to date with the market trends and positioning the product so that it stands out from competitors. I have been fortunate enough to have global exposure on how different countries are attempting to tackle/reduce single-use plastic. I also have the ability to think both strategically and creatively enabling me to manage multiple marketing functions and generate unique ideas to extend the reach of the brand/product. I was responsible for the branding around AlÜ and the connection to the ‘Bumblebee Conservation Trust’ and other possible charities as well as its environmental impact.
Adding to this, one of my roles was to consider the future of AlÜ. I envisioned supplying empty AlÜ cans to independent sustainable companies, such as Friska as a method of them promoting their businesses. This would allow them AlÜ to fill themselves instead of using single-use plastic bottles for their fresh juices for example. The idea for this came from the fact there is always a large number of plastic water bottles given to attendees in meetings, conferences or company sponsored events. To avoid this plastic waste and provide extensive marketing, the companies could put their logo on an AlÜ can. Attendees would then photograph and share their unique cans on their social media sights and as they walk around town after the event (free advertising). These unique cans are eye-catching thus would attract attention from passers-by. Whilst the company is on an AlÜ can, they are associating with AlÜ’s values: sustainability, fun and quality.
Additionally, in the business plan, I was tasked with creating the strategies and objectives for AlÜ to reach its mission. The mission: The AlÜ company will become a leading international brand that promotes an environmentally conscious lifestyle with a sustainable product. The financial predictions were that by year 3 AlÜ would be operating at a profit of £110,000, rising to £0.6M+ in year 5.
This project developed my perseverance and adaptive capacity. This is because there were a number of pivots throughout this project. I remained agile throughout and responded to all obstacles.
