If you haven't come across Infruition, you've been seriously missing out. We're just a little bit obsessed with these fruit infusing water bottles - with a range of colours to choose from and a whole website full of seriously delicious detoxing recipes to inspire you, who knew staying hydrated could be so enjoyable?
We caught up with co-founder Nitesh Sharoff to find out more about his west London-based brand and the idea behind it.
Q. What's your background?
A. I studied electronic engineering – but I’m an inventor at heart. The company was launched 4 years ago, with the time spent researching, and developing many, many, many, products. It’s our Infruition water bottle range that I’m most proud of. It solves the everyday problem of increasing water intake – but helping do it in a really fun way.
Q. How did you come up with Infruition?
A. Having decided what challenge we were trying to solve, the concept almost wrote itself. We spent a long time creating prototypes – and testing to the nth degree with a wide cross section of consumers. When we were happy that we’d got a concrete idea – we worked with product designers to bring the concept to life – in a viable, high quality way that was available in many forms and sizes.
Q. Who or what inspires you?
A. Having been brought up in Spain – Antoni Gaudi’s incredible designs became synonymous. You could be walking down any street in Barcelona – and it would be so recognisable if something was designed/influenced by him. That’s what I want for each product we invent. I want people to recognise our products – even if they were to be seen unbranded. I feel the same about Banksy. You don’t need to know him. But you’ll never not recognise his work.
Q. What's your work ethos?
A. I’m visionary. But I also like to dissect, test, improve, test, improve and test again. Nothing can be good without solving a problem/serving a purpose – ultimately making lives easier.
Q. What do you think will be the Next Big Thing?
A. So many things – but sugary drinks are on the way out. People are becoming savvier about what they consume, so we can’t wait to see how these giant drink manufacturers respond.
Shop Infruition bottles online at JOY by clicking on this link.