the arrival
Curated Sourcing × Cult Edit Studio

sips.

the water bottle you actually want to carry.
scroll
a water bottle was the last object
anyone expected to want.
sips made it the one they do.
the brief
sips.for Curated Sourcing, their debut in-house brand

a flat bottle that already sold, briefed to become one people want before they need it.

the product worked. the desire didn't. Curated Sourcing asked the studio to take an already selling bottle and give it a reason to be wanted: reposition it out of hydration and into fashion, direct the campaign world that proves the idea, and build the product, retail and ecommerce thinking that lets it sell as an accessory, not equipment.

brand repositioning · creative direction · campaign photography & film · product systems · retail narrative · ecommerce & amazon
01 · the problem
what was it selling?
the bottle was in the campaign. so was everything else, and everything else won.
the original sips campaign, the bottle competing with sportswear the skirt the socks the trainers the bottle?
is it selling the trainers? the socks? the kit? the product lands on your eye last.
we changed the hierarchy
of attention.
not a new aesthetic. a new order. the bottle stopped competing with the scene, and became the reason for it.
the new sips direction, the bottle as hero the bottle.
restrained palette. considered styling. one place for the eye to land.
the turn
so we stopped asking how to make a better bottle,
and asked a different question.
what if it behaved like an
accessory, not equipment?
the proposition
most water bottles are ugly.
sips isn’t.
four ideas hold it up
01
accessory, not equipment
02
considered, not functional
03
covetable, not aspirational
04
collected, not replaced
02
the world we built.
a feeling first. the bottle second.
carried, not used.
flatlay with personal objects
it lives where your other things live:
keys, a lip balm, headphones.
a clear tote of lemons and the yellow bottle against a sunlit plaster wall
the good hotels. the slow mornings.
gifted on instinct. passed between friends.
an accessory. worn, not just held.
macro detail: lemon water and condensation on the plate
styled, not staged.
bottle in a tote with coffee
the one your bag was missing.
left out on the side, like something worth keeping.
noticed. asked about. wanted.
no media spend, yet
the product does the marketing.
03
down to the object.
one object. eleven shades. made to be collected.
built like a beauty SKU.
embossed leather-effect detail
the detail
TPE leather-effect bumper. an etched mark. a matching wrist strap. 480ml, tritan, BPA-free. considered because it looks and feels right, not to solve a problem.
a traditional bottle jutting from a leather handbag
most bottles were never designed for the bag.
the sips bottle tucked neatly inside the same bag
this one was.
every colourway,
a member of the same family.
the collection
eleven
expressions.
one is useful. three is a collection.
eleven is a wardrobe.
oyster
oyster
greige
greige
taupe
taupe
noir
noir
space blue
space blue
mint
mint
lilac
lilac
candy
candy
cherry
cherry
mango
mango
pastel yellow
pastel yellow
the brand’s own line
find your
expression.
04
where it sits.
not housewares. beauty & accessories.
sips on the beauty shelf
it earns its place on the floor, wherever you put it.
on a kitchen shelf, it’s a water bottle. next to a perfume tray, it’s an accessory.
one product · six planograms
each cohort already
walks your floor.
the considered commuter
25–40, urban, design-aware. already buying.
the working mother
a bag full of everyone else’s things. she wants one that’s hers.
the light hiker
wants water, not a carabiner.
the gift giver
bridal showers, hen dos, teacher gifts. builds a basket.
the office set buyer
the team, in colour-coded sets.
the quiet-luxury adopter
over Stanley, never on Chilly’s. reads the bumper detail.
the commercials, on one page
the commercials, on one page.
£30
rrp · inc vat
£12.50
wholesale · ex vat
50%
retailer margin
30
moq · units
bundles convert at 1.6× single-unit AOV. the colours do the upselling. nobody stops at one shade.
05
a world, not a bottle.
what’s next
capsule drops. wearable straps & charms.
glass editions. cultural collaborations.
not hype.
direction.

sips.

the water bottle people actually want.
taste, made into a strategy.
Cult Edit Studio: brand strategy · positioning & USP · creative direction · campaign photography & film · retail narrative · ecommerce & Amazon systems · product & packaging direction.

Client: Curated Sourcing. Brand: sips.
a world · cult edit studio · 2026