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The 100k Initiative


Design: The Refreshment Club
Artist Amit Greenberg
Project Type: Produced
Client: The 100k Initiative / Found Beverage company
Location: Paris, France
Packaging Contents: Naturally sparkling infused mineral waters
Packaging Substrate / Materials: Glass Bottle
Printing Process: 100% compostable double sided labels

#the100kinitiative have been developed for sustainable beverage brand Found X Oceana, the world’s largest ocean conservation group.

100,000 Bottles to commemorate 100,000 marine mammals impacted by plastic.

100% of profits go to Oceana to fight plastic pollution & protecting the wildlife that still call out oceans home.

Problem - Today single use plastic bottles and plastic bags are rapidly becoming the biggest polluter of our waterways

The Impact of this - UNESCO states that plastic pollution costs the lives of 100,000 marine mammals per year.

The goal of The 100k Initiative is to be a vehicle for people to be a voice for the impacted marine mammals and highlight the true impacts of plastics on our marine wildlife.


What's Unique?
  • The glass bottles the beverages are in, is made from the lightest volume of 100% recycled glass, to ensure minimum carbon footprint during creation and transportation.
  • The bottles are all Individually numbered, each to represent a marine mammal impacted by plastic.
  • The label artwork has been created by artist @this.is.amit to represent the marine mammals in a plastic free habitat
  • The double sided label along with the conical glass bottle shape, when viewed through the bottle magnify the it making the illusion that the whales are swimming.
  • To minimize assets while delivering all the information, the outer boxes have been used to also be the source of information.
  • Each bottle also comes with a neck tag with all flavor, and campaign information.
  • All the labelling has been made from 100% compostable plastic free paper.
  • After people consumer their drinks we also ask them to reincarnate the bottle into a vase.







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