Fragments of Earth
concept
In cities swept up by fast fashion and plastic culture, Fragments of Earth redefines the value of premium water bottles. We reject superficial trend prints, collaborating with National Geographic to embed authentic minerals from five continents—physical slices of the Earth—into each bottle through masterful craftsmanship.
This is no longer a mere hydration tool, but a natural talisman bearing geological coordinates and deep time. We sell not design, but billions of years of Earth’s history. It serves as a spiritual anchor for urban nomads: hold it, and you hold a piece of the real Earth.
Fragments of Earth
Digital Marketing Plan
INSIGHT
Market Context: The premium water bottle market (e.g., 24Bottles, Stanley) has become a crowded red ocean dominated by fast-fashion trends. Competitors position bottles as “accessory fashion items,” emphasizing colors, prints, and trends. Young consumers (20-40 years old), though urban dwellers, are deeply influenced by “Gorpcore.” They crave authentic connections with nature yet are weary of superficial marketing and plastic-feeling outdoor gear.
Consumer Tension:
“I yearn to escape the city and touch authentic nature. Yet what I often buy are merely industrial goods printed with leaf patterns, or trendy cups purchased just to follow the crowd. I don’t need another accessory to match my outfits—I need an anchor for my soul to land upon.”
Core Insight: In urban life saturated with fast-moving consumer goods, people yearn for items embodying “Physical Authenticity” and “Deep Time.” True luxury lies not in brand logos, but in the Earth’s geological memory spanning billions of years.
Fragments of Earth
VALUE PROPOSITION
‘We don’t sell water bottles—we create exhibitions.’
Competitor Comparison:
Competitors offer: Stylish aesthetics + fleeting trends.
We offer: Geological artifacts + timelessness.
Unique Selling Point:
“Fragments of Earth: A Specimen, Not a Container.”
Reasons to Believe:
Science: National Geographic-certified geological data (hardness, age, coordinates).
Sustainability: Klean Kanteen’s eco-friendly craftsmanship + Ethical Sourcing of raw stones.
Aesthetics: Each inlay is a one-of-a-kind masterpiece, shaped by geological forces rather than assembly lines.
The Global Geological Collection
Core Design Language:
Form Follows Geology
We eschew superfluous ornamentation, harnessing inherent material contrasts to create visual tension.
The “Hero” Cap ( Key Differentiator)
Design: Based on Klean Kanteen’s TKWide wide-mouth cap. A groove is CNC-machined into the stainless steel flat top of the original cap.
Material: Embeds genuine, unpolished raw mineral slices.
Tactile Experience: Fingers gliding over the cap distinctly feel the mineral’s natural texture, fractures, and coolness.
This serves as the user’s “stress relief” and “natural touchpoint.”
Craftsmanship: Utilizes jewelry-grade cold setting technology to ensure waterproofing and impact resistance.
The Vessel Body (Minimalist Bottle Body)
Coating: Features Klean Coat™ eco-friendly powder coating with enhanced granular texture, simulating the rugged feel of rock surfaces while improving grip friction.
Colors: All hues are inspired by the geological landscapes of the mineral’s origin.
Vík, Iceland
Born from fire and cooled in an instant,obsidian is not shaped by time, but by rupture.This bottle carries the memory of a volcanic moment —when movement stopped, and stone became glass.
19.0066° W
Grand Canyon, USA
Born from fire and cooled in an instant,obsidian is not shaped by time, but by rupture.This bottle carries the memory of a volcanic moment —when movement stopped, and stone became glass
112.1129° W
Chile — Atacama Desert
69.1328° W
