Glass Plus

Glass+ by S'well

S'well introduces Glass+ and
the new era of Zero Plastic

01. Campaign messaging
02. Campaign calendar
03. Integrating social proof
04. Category led navigation
05. Finishing details

Glass+ is S'well's first plastic-free, glass-forward construction across drinkware and food storage.

This matters beyond a product launch. In 2010 S'well reimagined the reusable bottle and helped push a generation away from single-use plastic. The brand then expanded past hydration into food, carry and travel. Glass+ starts the next chater, a brand-wide move toward zero plastic, and the campaign has to carry both the launch and the larger intention.

S'well introduces Glass+ and
the new era of Zero Plastic

01. Campaign messaging
02. Campaign calendar
03. Integrating social proof
04. Category led navigation
05. Finishing details

Glass+ is S'well's first plastic-free, glass-forward construction across drinkware and food storage.

This matters beyond a product launch. In 2010 S'well reimagined the reusable bottle and helped push a generation away from single-use plastic. The brand then expanded past hydration into food, carry and travel. Glass+ starts the next chater, a brand-wide move toward zero plastic, and the campaign has to carry both the launch and the larger intention.

The Evolution of S'well

The Future is Plastic-Free

Better for the Planet

The Bottle that Changed Hydration

Founded in 2010, S'well reimagined the reusable bottle, proving hydration could be as stylish as it was sustainable and inspiring a movement away from single-use plastic.

Better for Your Everyday

Beyond the Bottle

As your needs evolved, so did we. We expanded beyond hydration to create thoughtfully designed products for food, travel, and life on the go.

Better for You

A Cleaner Way to Sip

You want cleaner materials, pure taste, and less plastic. The Glass Original Bottle reimagined out iconic silhouette in pure glass. Now, Glass+ brings that same experience with our signature insulation.

Better for Your Future

What's Next?

The future of reusable is giving you more ways to go plastic-free. From Glass Original Bottles to new Glass+, we're making it easier to choose materials you feel good about every day.

a little clarity goes a long ways

01. Campaign Messaging

Overarching Campaign Theme: Plastic-Free

01. Health

"The healthiest choice is the one you stop thinking about." Borosilicate glass interior, BPA/BPS free, zero plastic touching the drink.

02. Pure Taste

"Water tastes like water again." Zero flavor transfer between liquids (coffee to water), stain-resistant, dishhwasher safe.

03. Built to Travel

"Finally a glass you don't have to baby." Emphasis on innovaton - no condensation, keeps your drink cool, glass is protected by the stainless steel outer shell...with the lead being performance.

Human Element

Taste the Brightside

The properties of glass - pure taste and transparency infer human attributes of clarity and optimism. These attributes are supported by the intention of what the Glass+ line carries, pick-me-up from ice coffee, boost from an energy drink, fuel from a smoothie or salad. Along with the promise of zero plastic that removes hurdles causing consumers to pause before buying glass ("The healthiest choice is the one you stop thinking about")

02. Campaign Calendar

Example Week: Taste the Bright Side

Using a calendar for deployment ensures for an integrated campaign. It also ensures that no messaging points get dropped and allows for more freedom in content.

PURE TASTE | MON 10/5
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Tiktok
>moving to simplicity

TO-GO | WED 10/7
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Tiktok
>moving to abstraction

LITTLE JOYS | THU 10/8
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Tiktok
>extending assets

HEALTH | FRI 10/9
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Tiktok
>creating meaning (self care)

03. Integrating social proof

Move from claim to evidence

The craft is in the curation. Social proof works when it feels designed into the brand, not bolted on. That means reviews that echo your positioning, UGC that matches your visual world, and press placed where doubt peaks rather than piled into a footer. Done well, it reads as momentum, not decoration.

04. Category led navigation

Navigation made to highlight

Created a bettter navigation to highlight a brand new category and new colorways.

Original Nav

One-glance shop menu. Great for brand or editorial led sites with low sku count.

NEW Nav

Category led. Great to highlight S'well's new category and colors.

05. Finishing details

Product Images: show up and win the click

That grid is the new shelf, and shoppers scan it in seconds. They don’t read descriptions or compare specs at that stage. They click the image that looks most like what they want, from the brand that looks most trustworthy.