The caps and closures market seems to be getting better and better, showcasing new and innovative designs all the time. The latest one to catch my eye a few days ago was the Vittel Refresh Cap.
This is a cap designed by Ogilvy Paris (Ogilvy & Mather) that reminds people to stay hydrated throughout the day. It’s a simple concept (as most great designs are): a tailor-made cap pops a flag every hour to gently remind us to drink water.
I like it. I’m an advocate of drinking water for good health, as hydration is the key to our fundamental well-being. The Vittel Refresh Cap is a wonderful way to help promote hydration and is a fine example of innovation in the drinks packaging industry.
Wouldn’t it be great if Nestlé Waters takes this to another level and utilises clever labelling technology to complement the new closure, such as health advice and hydration information via augmented reality. I think there are opportunities to challenge innovation in packaging technology by using it for public information, not just advertising.