The Why Behind Modern Sustainable Water
Modern Sustainable WaterTM was born out of necessity, driven by a profound realization that the way we consume water—and by extension, the way we treat our planet—must fundamentally change. Over the years, I’ve watched the world grow increasingly dependent on single-use products, particularly plastic and aluminum, all the while knowing that the environmental consequences of these decisions are no longer something we can afford to ignore. But it wasn’t just about the waste or the environmental damage; it was about the lack of innovation—a market that refused to evolve past convenience at the cost of the future.
The Journey So Far
It all began with an idea, a simple yet powerful one: to create a water product that was sustainable, reusable, and good for both human health and the planet. In March 2023, we began this journey, and in just 18 months, we have already accomplished so much. From conducting a Reusable Product Study that highlighted the shortcomings of existing solutions in the market, to building partnerships with exclusive pristine artesian water sources—this journey has been both intense and transformative. What has fueled us through this journey is a commitment to sustainability, innovation, and the belief that convenience and conscious consumption do not have to be at odds with one another.
A Problem Worth Solving
Single-use plastic bottles and aluminum cans have wreaked havoc on our planet. Recycling rates are alarmingly low, and the reliance on distributors only adds to the complexity and inefficiency of solving these issues. But the problems go deeper than just waste. Health concerns related to aluminum and stainless steel bottles, which often leach harmful chemicals into their contents, made us realize that existing reusable products were also flawed. It was clear we needed to redefine what reusable means for the modern consumer. We could no longer accept incremental improvements as progress or ‘Innovation.’
Our Solution: Redefining Reusability
Enter the Open-End-UseTM concept. We’ve designed a transitional reusable
product—not something meant to last forever like stainless steel but one that is
reusable for 2-3 weeks and then biodegrades after use. The MSWTR product line uses
natural soda-lime glass, combined with biodegradable materials like polylactic acid
(PLA) and recycled millboard, offering a premium alternative to what has come before.
This innovation is part of our broader mission to create circular consumerism—where
convenience meets sustainability.
The Product: Modern, Sustainable, and Human-Safe
Our core product, the MSWTR Still Artesian Water, housed in soda-lime glass, is as pure and natural as the materials we’ve used to package it. We’ve created a sleek, minimalist, and modern product that is not only visually stunning but also safe for human consumption, leaving no leached chemicals or harmful toxins. And when its time is up, the product is designed to break down and return to the earth, leaving no lasting environmental impact.
Building a Movement of Conscious Consumers
Our impact doesn’t stop at the product. It’s about building a movement—one where conscious consumption becomes the norm, and where businesses and consumers alike prioritize sustainability. To achieve this, we are implementing the B2B Collection, which will allow companies—be it luxury hotels, coffee shops, or high-end boutiques—to incorporate our products into their spaces, benefiting both their brand and the environment.
A Timeline of Innovation
In just a short amount of time, we have achieved so much:
- We’ve launched Prototype #1 and completed beta tests, making necessary improvements to our design.
- We secured legal trademarks for our MSWTR™ logo and other key assets, solidifying our brand’s presence.
- We’ve partnered with an exclusive pristine artesian water source, ensuring that the water we provide is of the highest quality and ethically sourced.
What’s Next: Expanding the Brand
The Modern Sustainable Water™ journey is just beginning. Our Expansion Plan includes the launch of the MS-W|OP™ (Kids) Collection, offering a sustainable water solution for families and children. We also plan to introduce the MS-ENHMNTS™ line, a responsibly sourced, organic collection of water enhancements designed to bring flavor and functionality to our pristine water.
Additionally, our goal is to expand beyond water. The Modern Sustainable brand umbrella will reach other CPG markets, where we will set a precedent for transforming everyday products to be authentically good for the planet and human health.
Why It Matters
At the heart of everything we do is a simple idea: We must consume differently. It’s not just about offering an alternative; it’s about changing the way we think about consumption and reusability in a world that needs us to do better. With our innovative approach and the MSWTR Innovation Lab™, we are constantly pushing boundaries, looking for ways to improve the sustainability and performance of our products.
We have an opportunity—and an obligation—to be stewards of both the planet and human health. Modern Sustainable Water is committed to ensuring that our products, practices, and future innovations continue to push the envelope of what it means to be sustainable in the modern world. This is our why, and this is our manifesto.
Modern Sustainable Water, Inc.
HQ|37.4419 °N, -122.1430 °W
Branden Maurin, Founder & CEO
