Ever wondered why the plastic bottles that hold your favorite beverages are shaped the way they are? A new investigation from Fast Company tries to get to the bottom of the puzzling design choice. Turns out, it’s actually more efficient and easier to produce, and even cuts down on the size of shipping containers.
Nicknamed “sqround,” in the story, a combination of both square and round adopted by companies like Fiji, Odwalla, and now Soylent. The meal replacement company started off with a bottle that used a circular base, but when the bottles ended up “dinged” in transit to customers, the company decided to redesign the bottle so that it used a square bottom.
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The original design was meant to play up the brand's “neutral aesthetic,” but ultimately they decided to switch to the already popular “soft square” bottom. The Soylent design team intended for the new bottle to be reminiscent of milk bottles delivered to your doorstep in the sixties and seventies.