Blunt branding tells you all you need to know about this product’s origins, history, purpose and thesis: boxed water is better for the environment and more cost-effective to boot.

Boxed Water is Better wastes far less space in shipping and allows flat-packed boxes to arrive on site to be filled rather than requiring full-sized but still-empty bottles to be delivered to the production plant.

Paper is naturally better than plastic as well, being easier to recycle and less harmful to the environment when people litter or otherwise improperly dispose of their waste.

On the shelves, the product really stands out against the competition, bold black text on a minimalist white background against the more colorful and complex designs associated with glass and plastic bottles.

While the most sustainable way to use water container is of course to employ reusable bottles, this at least provides a step in the right direction and a better alternative to plastic, particularly now that more and more cities are outlawing plastic bottle sales (smart business, too).