People like to pretend that once something leaves their hands, it just disappears. But it doesn’t disappear. Every plastic bottle you ever use, will last forever in some form or another. I.D. partnered with All Market Inc. to create Ever & Ever, a new water brand with an aluminum bottle that proposes a simple solution to a massive environmental problem. Unlike plastic or paper, aluminum is infinitely recyclable. 75% of the aluminum ever used is still in use today. Ever & Ever takes pride in its permanence and brings a non-judgemental, solution-oriented optimism to a typically gloomy subject. Ever & Ever launched June 3rd and will be here for all of eternity.


Client: All Market Inc
Agency: Interesting Development