Joseph Joseph Loop

Water pouring from a green water bottle against a neutral background

Joseph Joseph approached BLOND to design the hero product in their new hydration range. At the outset of the project, we deployed various research methods. The most successful was a series of observational trips into central London, where we observed how people used and interacted with their water bottles (be it reusable or single-use). We identified several pain points and used these to drive our ideation process. Two observations inspired our final design. Firstly, we noticed that people struggled to handle the cap of their water bottle with other items (for example, phone, newspaper, bag etc.). Secondly, we saw that many people instinctively held their bottle by the cap, between two fingers, letting it dangle by their side.

Four reusable water bottles in different colors and finishes standing together
Small view of a green water bottle with integrated loop cap
Hand holding a green water bottle by its flexible silicone loop cap
Dark blue water bottle with loop lid standing on a white surface
Three water bottles in green, dark blue, and stainless steel on a white ledge
Close-up of stainless steel water bottle with black collar cap attachment
Close-up of a dark blue water bottle neck with attached black collar cap
Top-down view of a dark blue bottle on a white background
Small inset view of a green water bottle with integrated loop cap
Close-up view of the green silicone loop handle on a water bottle neck
Hands holding a green water bottle horizontally against a dark background
Water stream pouring from a green reusable water bottle
Close-up of water droplets on the base of a green water bottle
Detailed view of textured surface finish on a green bottle base
Inset view of dark blue water bottle base resting on a surface
Dark blue and stainless steel water bottles standing together on a ledge