designing for the boring

I've always been amazed at the design and packaging of indifferent items. How does one toilet paper company set themselves from the next? I mean, when it comes down to it, it does the same thing.

As is the case with bottled water. Each and every one of those bottles serves exact same purpose: To quench my thirst. So, how do companies push consumers to establish brand loyalty? Generally, they appeal to one following: perceived social status, perceived economic value, quality, or user experience.

In the case of Evian, they've gone the route of social status. Their goal is to give their consumers the feeling of the elite, raising the bar on the water they drink. For years Evian has pressed home that somehow their water is better than the next! Amazing, to say the least.

In an effort to raise their glass to the next level, Evian has partnered with select couture fashion designers to design limited edition holiday bottles. French designers Christian Lacriox and Jean-Paul Gaultier have each conceptualized their own signature bottles for the past 3 years. James Carswell, VP of Evian N.A.'s marketing department says,

"Evian has always been favored by the trendsetting crowd, those that appreciate the finest things in life," said Caswell. "We are now excited to provide our loyal drinkers with not only the most premium water on the planet, but also to allow them the experience of a high-fashion designer without the high-fashion cost."

I'll never forget traveling through a small neighboring town near my childhood home and seeing the natural spring fountain near the side of the road. The concrete stand was stained reddish-brown from the years of mineral-tainted water cascading down the sides. Yet, people flocked from quite a distance to fill their gallon jugs with this sweet nectar. 'It's just so crisp and fresh!', they would say.  My dad would smile, knowing that our home was pumping the same crisp refreshment from our well, through our pipes, and out our faucets. I always thought it strange that they never seemed to take note of the iron-red discoloration of the fountain or question the purity of the spring.

Perception is our own reality.

But, whether you scoff at the high-priced beverage or believe it's better than the rest, you'll both agree that these are some pretty nice looking bottles.