Refill Not Landfill — two directions
Two takes on the same content. Flip between them. Tell me which one sings to you — or steal the best bits from each and we'll build a V3.
Version 1
Clean & Editorial
Calm, sophisticated, premium natural. Sage and cream palette, serif display type, "4 million bottles" as the hero number after the fold. Feels like Aesop, Package Free Shop, or a high-end zero-waste brand. The premise: sustainability as a quiet adult choice, not a shout.
Open v1 → Version 2Bold & Activist
High-contrast, acid green + deep ink. Huge Archivo display type, offset shadow cards, scrolling marquee of claims. The "4,000,000+" stat is parked in a tilted card right in the hero. Feels like Allbirds, Who Gives A Crap, Dr. Bronner's. The premise: sustainability as a community movement with an edge.
Open v2 →
Both versions use the same content I pulled from the Wayback snapshot.
Same family story (sister brand of Simply Pure Water, same counter at 123 Wellington St.), same four product shelves, same Reduce/Reuse/Refill framing, same Anne Marie Bonneau quote, same "4 million bottles diverted" impact number. Only the design language and visual hierarchy differ. Pricing omitted on purpose — this is positioning work, not an e-commerce build.