Brief Explanation

An incredible amount of energy is used to consistently cool or heat beverages at convenience stores and other shops, as well as inside vending machines. Conventional pre-packaged beverages also produce lots of waste. We therefore created not just a new beverage, but a whole infrastructure with the purpose of cultivating an increasingly sustainable, next-generation drinking style that looks to the future. An original travel mug and "portions" (beverage capsules) were developed, while we also aimed to create a next-generation beverage that offers different tasty experiences based on the chosen temperature, unlike other pre-packaged beverages in existence.

The Brief

The beverage industry is already over-saturated with the on-going evolution of flavors and containers. We therefore wanted to produce a completely new product based on a completely new concept. We wanted to “propose” a beverage for the future.

How the final design was conceived

For customers to try a new beverage style, the beverage itself must taste better than other pre-packaged drinks already in existence. To fulfill this goal, original “portions”, or beverage capsules, that could seal the condensed extracts of freshly-made beverages were developed. Also, together with beverage container manufacturer, Thermos, an exclusive travel mug was co-developed that makes the act of making one’s own drinks, simply more fun. As a result, we were able to achieve an unprecedented, high quality drinking experience.

Indication of how successful the outcome was in the market

The introduction of “drop” was not only seen as a new beverage on the market, but as news, garnering media coverage worth 440 million yen. As a result, 130,000 people became users, while reducing waste by 25% had the drink been consumed in conventional plastic bottles, and by 11% if done so in cans. *the amount of waste was calculated using the weight of the containers.