Paul Smith's new bottle for Evian
Evian's got a new bottle design - this time from British designer Paul Smith.
The famous mineral water brand, pushing its “Live Young” ethos, chose Paul Smith for his unique view of design based on a ‘child-like way of thinking’. The bottle is designed for the festive season, but it’s deliberately miles off (and much cooler than) the usual Christmas merchandise we’re used to.
Paul Smith does not take collaborations lightly, turning down several offers every day to design all kinds of merchandise. He’s very strict about partnering only with brands which he likes and has a genuine connection with. He cites Triumph as a perfect example, as a company based 11 miles from his home town Nottingham.
Why Evian? Because he feels it’s genuine and simple. After all, it is pure water. Smith tells us he is genuinely a lifelong Evian consumer. As a teenager, he was an aspiring racing cyclist with an ambition to go professional. One day while thumbing through the Tour De France report in French sports paper L’Equipe, he spotted an Evian logo on the back of a cyclist. Despite having no idea what it meant, he decided it was a cool brand.
“I was in a food shop and I saw a can with the word ‘Evian’ on it. So I saved up and bought it. That was my link to the Tour De France - I had a tin of something called Evian, which I discovered was water.” he told us.
Paul Smith talks about his new Evian bottle
It’s not Smith’s first work with glass - he’s been designing the bottles for his own perfume for the last ten years. As you may expect the Evian bottle is also simple, with a splash of bold colour, taking the iconic stripe and working it around the bottle.
How did he approach designing Evian’s new packaging? “I just wanted to make a bottle that you wanted to steal. You know when you go to a lovely restaurant and you want to nick the ashtray…”
Evian say Paul Smith pushed them a little with this one - it’s the first time they’ve agreed on a limited design having several different caps. There are five different colour caps, which look much like the signature PS cufflinks.
The bottle is made of recycled glass and organic ink and available in Selfridges, Harvey Nichols and other premium retailers from October.
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