The objective of this project was to identify and criticize a behavior. After some research we came across how bottled water companies are targeting their costumers by exaggerating or falsely advertising their products. I started to define the issue by visualizing the subject and the research results into infographs.

I started to sketch out different ideas with the main objective being the increase in awareness regarding the production, advertisement, and consumption of bottled water.

Installing a system in the school gym.

Creating a water fountain.

Creating a pricy novelty gift.

The last idea sparked something. We decided to use the physical bottle in a design and be more literal. We started with a logo because no brand is legitimate without a well-designed logo.

The idea was to come up with six different things that firstly, are either free to all or to some people indicating that people are paying for something that they already have access to for free.

Secondly, even though the content of these bottles is merely tap water, the labels would have false or extremely exaggerated advertisements.

We designed and made a packaging for the products with the logo having been burnt into the box.

There were 6 products, each in two sizes of small and large.

We also designed a handout brochure with ads and slogans to hand out to people during our journey to introduce the product and document the reactions of users.

We created video ads for the website.

We didn’t have professional actors, but design students were pretty close. In any case, we needed natural reaction from real people.

Initially, we wanted to sell these bottles and have interviews with the buyers, however by Swedish law if one does not have a legally established company, one cannot exchange money for a product. But there is no law against exchanging a product for anything else. We started to give away Freeinside products in exchange for information and email addresses.

We explained what the project was about and asked people to read the bottle labels and tell us what their thoughts were about the information on the labels, how the information has effected them, and what their thoughts are on the subject of consuming bottled water. In addition, they gave us their email address so that we could send a survey to them to fill out.

We included everyone. After all, one of our bottles was labeled "Pet Water".

In the next phase we presented the project in an exhibition. The point of the exhibition was to take the project to the next level and show how water is being bottled from tap and deceivingly labeled. On this modular production line visitors could choose a bottle fill it out from the tap and box it.

Visitors could pick up a bottle of their choice, fill it out, and put a cap on it.