LIFEWTR Series 9 Art of Recycling

  • 2020

  • Communication

Designed By:

  • PepsiCo Design and Innovation

Commissioned By:

PepsiCo Design and Innovation

Designed In:

United States of America

LIFEWTR has always been a brand that both carves out a distinct space in the hydration category and impacts the art community and society on a global scale. LIFEWTR provides a premium bottled water experience by fusing creativity and purpose, serving as a source of both inspiration and hydration.

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  • First launched in the U.S. in January 2017, LIFEWTR has since released eight series, each raising awareness around a cultural anchor that is relevant to society and unveiling the work of three artists working in that space. Last summer, PepsiÇo made the exciting announcement that through 2020 and beyond, LIFEWTR will now use 100% recycled plastic (rPET). In a landmark move, LIFEWTR will become the first U.S. premium water to use bottles made with 100% recycled materials, leading the way in the advancement of the future of a circular economy for plastic.

  • With sustainability as a part of the ethos of the brand, in 2020, the work of LIFEWTR’s featured artists will also holistically tie in with the conversion to rPET by drawing attention to themes of recycling awareness and education. LIFEWTR believes in the power of art to engage the public and inspire action, becoming a canvas for change. The 2020 series will further bring recycling efforts into public knowledge, encouraging dialog and action. LIFEWTR will celebrate artists whose practices focus on upcycling ecologic materials and green processes.

  • Along with packaging changes being made to PepsiCo’s bubly and Aquafina water brands, all together they are expected to eliminate more than 8,000 metric tons of virgin plastic and approximately 11,000 metric tons of greenhouse gas emissions. These changes reinforce and advance PepsiCo’s goals to by 2025 make 100% of its packaging recyclable, compostable, or biodegradable and use 25% recycled plastic content in all its plastic packaging.

  • Series 9 “Art of Recycling” launches in April and features artwork from Calder Kamin, Emma Balder, and Khalil Chistee who all use recycled and reclaimed materials to create their bespoke artwork.