"Design a bottle in recyclable plastics for the "ready-to-drink"-category of beverages which has a completely new identity to it, revolutionary functional innovations, and which is possible to mass produce."

I scanned the functional points of bottles since Coca Cola 1915. A ready-to-drink bottle should stack, it shouldn't fall over, it would help if you could easily attach it to your belt or back-pack. AND it should have strong emotional value from a design perspective. I came up with the "life saver / bagle" idea, and I had naive self-confidence sufficient to believe industrial history could be made here. The star fish cap helps children open the Plup bottle.

The PLUP bottle design gets immediate attention everywhere around the world, and among all categories and ages. People laugh! Different ideas "using" the bottle spur out of consumers' minds. The identity of the PLUP bottle is a brand in itself. (Please note that this was also the high-set goal of the original brief.) Although spring water was the first content in the "PLUP-package", other beverages are soon to be launched on the market: The Water is not the point, the bottle is.