SCALE - Individual Brand Portfolio

PROJECT CONTEXTUALIZATION Having access to clean drinking water has never been more prevalent to the general public than it is today. Whether it’s a sanitation crisis at home like the events that happened in Flint, Michigan, USA in 2016 or a current threat of water shortage similar to that in Cape Town, South Africa, there is no denying waters basic importance in Maslow’s Hierarchy of Needs.

In the 2017 report “Progress on Drinking Water, Sanitation and Hygiene” by the World Health Organization and UNICEF, they highlight global goals, targets and indicators for drinking water, sanitation and hygiene. This report shows the increased momentum towards the public’s growing need for purified water. 71 per cent of the global population (5.2 billion people) used a safely managed drinking water service; that is, one located on premises, available when needed and free from contamination (World Health Organization, UNICEF, 2018). SCALE aims to close that 29% gap with our sustainable marketing strategy.

Much like a fish’s scale shields its skin from attacks by predators, SCALE is a water filter system whose goal is to shield its consumers from attacks in the form of chlorine, lead, mercury, cadmium, benzene, asbestos and similar contaminants found in tap water. While protecting the public with clean drinking water via carafe pitcher filters, tap filters, and bottle filters, SCALE also aims to protect our environment on a wider sustainability scale. Human beings are not the only life forms on earth that deserve clean water. Each year, at least 8 million tonnes of plastics leak into the ocean – which is equivalent to dumping the contents of one garbage truck into the ocean every minute. If no action is taken, this is expected to increase to two per minute by 2030 and four per minute by 2050. Estimates suggest that plastic packaging represents the major share of this leakage. The best research currently available estimates that there are over 150 million tonnes of plastics in the ocean today. In a business-asusual scenario, the ocean is expected to contain 1 tonne of plastic for every 3 tonnes of fish by 2025, and by 2050, more plastics than fish (by weight) (Ellen MacArthur Foundation, 2016).

SCALE water filters core product material will be made with recycled plastic from the ocean in an effort to help protect our marine wildlife from man-made pollution and create a business “circle of life” model towards an unblemished environment.

SCALEs Mission, Vision and Values is to improve purified access to one’s thirst through innovative and reliable sources. We serve the public on a global scale with mindful, modern and sustainable products.

3