More than a drop in the ocean
Half A Teaspoon, half a year on
321 Water — Half A Teaspoon and Charlwood Design
Early in 2009, Half A Teaspoon partnered with Design Victoria and Charlwood Design to develop the concept of 321 Water — a product that challenges the way we look at bottled water.
In April, the design was refined and a working prototype was produced. In the six months following, significant developments have taken place as a result of the Business Immersion, including widespread publicity and interest from potential manufacturers, distributors and investors.
Background
Half A Teaspoon is a design and product development business with a focus on promoting awareness of environmental sustainability and water conservation. The product, 321 Water, aims to do embody this philosophy.
In recent years, due to factors such higher standards of taste and a more ‘disposable’ society, people have been enticed into drinking bottled water — 150 billion litres per year globally.
Half A Teaspoon recognised that the burden placed on the environment from the manufacture, recycling, distribution and disposal of PET-bottled water was not sustainable.
Some of the environmental impacts created by bottled water include:
- The excessive amount of water required in the manufacturing process;
- Greenhouse gas emissions caused by manufacturing, recycling and transportation of the product; and
- The majority of plastic bottles end up as waste in landfills and take 200-300 years to decompose.
Half A Teaspoon approached Charlwood Design, an industrial design agency with proven experience in sustainable design, to undertake the design of 321 Water.
Half A Teaspoon then approached Design Victoria for financial assistance, and to help with the design development process.
Response
The product derived its name, 321 Water, from the ratio of water that is required to manufacture one litre of botted water: three to one (321). The name itself even raises awareness of water consumption.
Developing and refining a clear design brief, Half A Teaspoon focused on the key desired elements: reusability, filtering properties and aesthetic appeal to the modern, ‘throw-away’ consumer.
The most important phase of the design process was establishing the target audience and target market positioning. The discussions resulted in a clear and well understood focus, and ease of transition into the design concept stage.
The design selected by the client incorporated all of the desired elements. It was the connection that Charlwood made to a ‘stylised tree’ that differentiated the chosen concept as the preferred design.
Results
A working prototype was produced that incorporates an easy to use plunger (‘French-press’) mechanism to instantly purify tap water, reducing bad odours and tastes, and eliminating chemicals. The materials used in the prototype were recyclable, and the parts are replaceable.
The design meets the modern aesthetic requirement, and is appealing to the style-conscious, active demographic, that was recognised as the target audience.
The prototype underwent stringent testing, achieving compliance with the Australian Standards for purified water.
Since the Business Immersion, 321 Water has received extensive publicity, including television, newspaper and web media. The product appeared on the ABC television program The New Inventors in July 2009 and won the viewer’s choice award.
Subsequently, there is strong potential for manufacturing possibilities based on pre-orders received on the Half A Teaspoon website.
Positive impact on the client
Half A Teaspoon has benefited greatly from both the experience of developing 321 Water, and from the guidance and grant from Design Victoria. As Gretha Oost, founder of Half A Teaspoon says, the project has opened new doors and possibilities for the business.
“Being a small business with exciting ideas, it is really difficult to move them to the next phase. This grant has made it possible to go out and speak to interesting parties. We are now not just talking about an idea, we have an actual (working) prototype to show.”
The media coverage that has followed has created a publicity ‘buzz’ that will potentially bring in orders and greater demand for the product in the mainstream marketplace.
Important lessons
In reflection, the client recognises that significant lessons have been learned as a result of the Business Immersions program.
Improved project management skills and a better understanding of product design process are just two such positive learning outcomes.
The project also re-emphasised for Gretha Oost the importance of the designer in the product development process: “My attitude towards designers has changed as part of the Business Immersion program as it improved my understanding of the complex product design process and it helped me to make sure nothing can be left to chance.”
Continuing collaboration
The relationship between client and designer continues six months on as Half A Teaspoon engages Charlwood for design expertise and prototype developments. Another designer has also been engaged to develop the 321 Water website.
Future developments
The next step in the process is to finalise the CAD files and begin the tooling and production process.
The process of securing finance and obtaining investors began in October 2009. The launch of 321 Water into the market nationally and internationally is anticipated to take place in early 2010.
Click here to download the full 321 Water - 6 months on case study.
Facts at a glance
Challenge
To design a reusable drink bottle that filters tap water and is both visually appealing and practical for the mainstream, style-savvy consumer.
Type of designer engaged
An industrial design agency that has established itself as a provider of total product development, with expertise in sustainable design.
Most important part of the process
Creating a filter technology that did not compromise the design or the feel of drinking bottled water.
Most difficult part of the process
Developing a successful filter technology that met Australian Standards.
Solution
A stylised screw-top bottle with plunger (‘French-press’) was the solution.
Outcome
A working prototype that meets the requirements in the brief for water purification and a stylish aesthetic, with the potential to reduce greenhouse gas emissions and water consumption through eco-design and sustainable manufacturing principles.
The product’s filtration system has undergone testing to ensure it is in compliance with the Australian Standard for purified water. A patent has been obtained and options are now being considered for manufacturing.
Widespread publicity in the media has lifted both the product and the company’s profile, and 321 Water has received a multitude of interest from prospective investors and consumers.
Related links
Half A Teaspoon — www.halfateaspoon.com
Charlwood Design — www.charlwood.com.au
18 January 2009