Evian needs to get a grip on new bottles

Hyperbole is ever-present in the design industry, but smart designers know that to oversell an idea makes it easy to under-deliver the final product.

Many PR fluffies have not yet learned that lesson, and have gone into overdrive with the launch of the new Evian bottle, scheduled to hit shelves this summer.

‘Water is creeping more and more into our everyday lives,’ gushes the company’s PR, of the substance which covers three-quarters of the Earth’s surface, and without which life could not exist. The new bottle is, she adds by phone, unique because it is so ‘portable’.

The bottle, developed by PA Consulting Group, has a ring-top handle. This apparently makes it the only bottle ‘that can be truly taken out of the gym and on to the streets’.