monica gautier’s tapwater branding project

Emily Carr UniversityDESN 311 - F001: 3D Core Design Studio IV

Sustainable Design - Louise St. PierreThinking Outside the Bottle

Project by: Monica Gautier

Fall semester01/12/08

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Thinking Outside the BottleSustainable Design Project





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Bottled WaterA Environmentally Unfriendly Trend

• Producing and consumming pollutes and contributes to global warming

• Making the bottles uses energy and emits toxic chemicals

• Transporting the bottles releases carbon dioxide

• Empty bottles end up in landfills





3

Understanding the ProblemInterviews with Tourists, Prime Bottled Water Consumers

Personal health is rated higher than environmental impact.

The act of purchasing is reassuring.

People are unaware of the huge negative environmental impact of consuming bottled water.

A consumer society trusts the security of brand names.

2 3People want information about tap water while in an unfamiliar city. Friends, media and advertisements are a reliable source.

The marketing team of the bottled water have branded bottled water as a clean and safe source.

1





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MotivationsWhy people drink bottled water

In a study by the Natural Resources Defense Council, 47% of respondents said they drank bottled water because of what they saw health and safety problems with tap water1.

1 http://takebackthetap.org/learn-more/solution

Safety & Health

Convenience Taste Chilled Image & Social Status





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A Fast Paced SocietyElements to Consider

Traditional Society

Modern Society

Design Strategy

Based on community life Based on an individual existence Encourage social activities

Slow paced lifestyle Fast paced lifestyle (Internet, cell phones...)

Quick & easy access to water

Countryside Urban, masses of people, influential trends

People respond to the media.

Agricultural society Consumerism, mass production Treat tap water like a product:brand names are trustworthy and people identify with them.





6

Co-creation SessionsCreating a Discussion Around Tap Water

Mary Jo, Palm Springs

• If it becomes convenient, then adopting a water bottle could become a habit.

• Her opinion and habits have changed during her life, and could change again depending on information about health.





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Design ConceptsBrainstorming





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Design ConceptsInitial Ideas

2 3 41

ECU tap information campaign

Integrating tap with seating

Mt. Seymour & Capilano art installation

Tap friendly furniture





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Chosen ConceptVancouver Tap: Creating a Trustworthy Brand

Change people’s consumption habits in order to create a more sustainable and environmentally friendly city.

Convincing people that tap water is safe and convenient to drink.

Design Solution

Objective

VTAP





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Sustainable Design ApproachThe Impact of Advertising is Constantly Growing

Correlation between advertising spending and brand powerAdvertising is playing an increasingly important role in building brand power in all industries.1

1 Business Week, The Impact of Advertising on Brand Power

Comm. Banks & Div. Financial Services

‘94 ‘97

People trust the messages communicated by the media. This is why we should use this method to promote the importance of drinking tap water.

We are using the same communication method that bottled water companies used to market their product as a pure and healthy choice.

Computer, Soft-ware & Office Equipment

‘94 ‘97

Electronics & Electrical Equip-ment

‘94 ‘97

Motor Vehicles & Parts

‘94 ‘97

Pharmaceuti-cals

‘94 ‘97





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V-TAP Becomes a Seal of QualityCreating a Strong & Memorable Identity

Logo

Official Colors

OfficialTypeface

Akkurat Bold

ApplicationsVTAP

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLNOPQRSTUVWXYZ 0123456789





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Making Tap Water More VisiblePossible Applications

HISTAP

VTAP

HERTAP

OURTAP

MYTAPTA

P 100%PURETAP

Official Water Bottles

Signs

"

Drinking Water

VTAP

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INTRODUCTIONENVIRONMENTAL FACTSURBAN INITIATIVESPARTNERSCONTACT US

ENGLISHFRANÇAIS

VTAP

INTRODUCTIONENVIRONMENTAL FACTSURBAN INITIATIVESPARTNERSCONTACT US

ENGLISHFRANÇAIS

FACT:12 855 VISITS

Website





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Making Water Fountains Easier to FindAirport Signage

A"A D" A" A ":

"

Mackenzie ave. 2500

T

ave. 2500

T





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V-TAP: a Community Effort Local Shops Offer Their Tap

WESERVETAP

WESERVETAP

THE CORNER COFFEE SHOP





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Shops Benefit From Public ApprovalMore Get Involved





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Presenting V-TAP at the Airport and Other LocationsMobile Information Booth & Leaflets

VTAP

There are numerous environ-mental concerns with bottled water: the production and consumption of bottled water consumes energy, pollutes the environment, and contributes to global warming. Producing the plastic bottles uses energy and emits toxic chemicals.

Throughout the city, the

V-TAP logo is displayed at

store fronts, information panels and water access points. Each is designed to promote the use of tap water.

By branding tap water, the city is hoping to reverse the bottled water trend. Convincing people that tap water is safe to drink is the first step towards a cleaner, healthier city.

By making a personal

change in your lifestyle by switching back to tap water, you’re participating in the fight against global

warming.

Please spread the word about V-TAP to your family and friends. A small step goes a long way.

GET INVOLVED

WHAT’SPROJECTV-TAP

VTAP

There are numerous environmental concerns with bottled water: the production and consumption of bottled water consumes energy, pollutes the environment, and contributes to global warming. Producing the plastic bottles uses energy and emits toxic chemicals.

Transporting the bottled water across hundreds or thousands of miles spews carbon dioxide into the air. And in the end, empty bottles are piling up in landfills.

FACTS TO KNOW

V-Tap is an environmental initiaive of Vancouver. In order to reduce the consumption of bottled water, the city has designed a communication propram which inform speople about the status of its tap water.

Vancouver has one of the best water in the world. Its source is from the watersheds at Mount Seymour and Capilano. It’s constantly regulated, scientfically tested to ensure that only the best and safest water comes to your tap.

TRUST THE TAP

Use your water bottle and refill it throughout your day. Many stores and coffee shops around the city are participating in project V-TAP. That means that whenver you see the logo in their storefront, you can go in and use their tap free of charge.

Throughout the city, the V-TAP logo is displayed at store fronts, information panels and water access points. Each is designed to promote the use of tap water.

By branding tap water, the city is hoping to reverse the bottled water trend. Convincing people that tap water is safe to drink is the first step towards a cleaner, healthier city.

WHAT’SPROJECTV-TAP

TAKINGINITIATIVE

By making a personal change in your lifestyle by switching back to tap water, you’re participating in the fight against global warming.

Please spread the word about V-TAP to your family and friends. A small step goes a long way.

GET INVOLVED





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Advertising Different Strategies to Explore

Image: www.experimentaljetset.nl

ENVIRONMENTAL IMPACT FOR TWO CUPS OF WATER

FIJI WATER VS.MAKING PAPER CUP

HOW MAKE YOUR OWN CUP

1 2 3





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Construction Site PanelsAn Ideal Location for an Olympic City

Images: www.brucemau.com





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Exhibitions & Urban InterventionsA V-TAP Initiative

FACT: 85% of the 30 to 40 billion plastic water bottles sold end up in landfills

FACT:

85% of the 30

to 40 billion

plastic water

bottles sold

end up in landfills

85%of the 30 to 40 billion plastic

water bottles sold end up in

landfills

25%Testing for contaminants

and chemicals is required four

times as often for public water as for bottled water.

10%

44%of bottled water produced comes from the same sources as municipal

tap.

monica gautier’s tapwater branding project

Documents

water bottle

bottled waterin

masses of people

tap water1

paced lifestyle internet

tap watermary jo

security of brand names

social activitiesslow