The big idea? Move past the current cheap disposable bottle (and mindset) toward a new paradigm of utility. The goal is to design bottles that are truly reusable. An added benefit of his design is that the bottles are designed for consumer mixing, they’re shipped sans the 99% water that fills most cleaner bottles. Instead, they feature an innovative reservoir that--much like a bar shot dispenser--can shoot pre-measured concentrate into the bottle for consumers to mix with their own tap water.