“The #1 Design Story of 2012” -Fast Company
Overview ..............................................
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BIODEGRADABLE
GLASS
Soma's beautiful, modern design is meant to be shown off, not hidden in a refrigerator.
Each Soma is sourced entirely from allnatural Malaysian coconut shells, natural silk, and food-based PLA plastic.
In a world of plastic pitchers, Soma’s Decanter quality glass will be the center piece of your next dinner party.
DESIGN
TASTE
SUBSCRIPTION
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CHARITY
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Soma's proprietary formula produces a crisp, pure taste you can’t find anywhere else.
Soma mails your filters right to your door, every two months, so you always replace them on time. Shipping is always free.
Every filter you purchase will provide clean drinking water to someone in need.
The World’s Most Innovative Water Filter .................................................... Soma set out to create a water filtration system that was not only sustainable, but also elegant in its simplicity. Soma has eliminated all of the unnecessary features and introduced the world's first 100% biodegradable water filter. With modern design in mind, Soma brings an innovative water filter that is not only aesthetically pleasing, but also ethically sound.
The Soma Story ................................................... Soma was started by two friends who are passionate about design, sustainability, and giving back. One night, Mike Del Ponte was having a dinner party in his San Francisco home. The table was set, a curated list of music was playing, and as his friends filled the room, one asked for a glass of water. So Mike walked into the kitchen, opened his fridge, and grabbed his water filter pitcher. As he looked at the cheap plastic container -- with black flakes floating in the water -- he knew he couldn’t place it on the dinner table in front of his design- & eco-conscious peers. So he decided to pour the filtered water into a glass wine decanter. As he did, the lid of his water pitcher fell off, spilling water all over his kitchen floor!
Mike’s face turned bright red with frustration. When his friend Ido entered the kitchen, he immediately asked Mike, “What’s going on in here?!” Mike told Ido the whole story, followed by the question, “Why can’t someone create a water filter that’s beautifully designed, easy to use, and made of sustainable materials?” Ido smiled and responded, “Why don’t we do it!”
Our Filter .............................................. Soma’s early research found that while most customers know they need to change their water filters every two months, in reality the average customer changes their filter every four to six months. To solve this problem, Soma sends its customers a new filter every two months so they will never forget to change their filters again. This system ensures the healthiest, pure, and tasty water possible. Replacement filters cost $14.99, including shipping.
“When you set out to design something using as few parts as possible, you end up with a product that’s sustainable and also easy to use.” -James Dyson, inventor of Dyson vacuums on the Soma water filter
Sustainable Design .............................................. Mike and Ido wanted the Soma water filter to be 100% biodegradable, knowing that over ten million water filters end up in landfills annually. It took over a year to find materials that provided the best tasting water, while also having a low-impact on the environment. The Soma filter body is made of a plant-based resin that houses two layers of filtration: catalytic carbon made from burnt coconut shells and sustainably produced silk.
The Team ..............................................
Mike Del Ponte
Ido Leffler
David Beeman
Rohan Oza
Markus Diebel
CO-FOUNDER/ CE)
CO-FOUNDER CHAIRMAN
BOUTIQUE WATER DESIGNER
CO-FOUNDER STRATEGIST
INDUSTRIAL DESIGNER
Co-founded Yes To, the 2nd largest natural beauty company in the USA (28,000 stores, 30+ countries)
35+ years experience Creator of the international standard for filtered water for coffee & tea
Led explosive growth at vitaminwater and smartwater, leading to $4.1B acquisition
Former V.P. of Design at Incase
Ran marketing at BranchOut, which grew to 25mm users, 50 employees and $49mm funding in 16 months Founded Sparkseed, an accelerator that launched 15 social ventures globally, acquired by Mobilize
Co-founded Trendtrade International, go to market strategies for leading CPG brands U.N. Foundation Global Entrepreneurs Council
Clients include Starbucks, Peet’s, Keurig, The Coffee Bean and Tea Leaf
Celebrity marketing expert. Formed parternships with Jennifer Aniston, 50 Cent, Lebron James, Madonna, Rihanna, Kobe, Ashton... Board member at popchips & Vita Coco
Former Design Director at IDEO Red Dot Award winner, beating 4,500 products globally Clients include Nike, Samsung, Logitech, Siemens
charity: water .............................................. Soma partnered with nonprofit charity: water so that every filter sold donates clean drinking water to someone in need.