Mike Del Ponte, Founder and CEO of Soma, first introduced the Soma carafe to the world with this video. He explains its elegant design and sustainable filter made of plant-based resin and coconut shell fiber.
We recently spoke with Joe Tan and Markus Diebel, the industrial design team behind the carafe and the founders of San Francisco-based Moreless design studio. As the name of their studio reflects, the Moreless founders believe in more why and less what, which undoubtedly led them to a successful collaboration with Soma. “We were compelled by the idea and took on the challenge,” says Joe. “Equally inspiring to commit to this project was Soma’s connection with Charity Water and the underlying goal to help solve one of the globe’s most pressing problem: providing clean drinking water access to people in need.”
It is more important that you can answer why you do a certain thing rather than what it is that you do. If you don’t have a good reason and can’t answer the ‘why’, the ‘what’ becomes irrelevant.
For the carafe, Mike Del Ponte approached the pair to create the most functional, beautiful and sustainable water filter possible. Joe explains a bit more about their design process behind the carafe and filter:
We started to explore the conception of the brand from a naming and identity perspective, and collaborated with other creative minds in this process. We were also investigating the issues users were experiencing with current water filters and began concepting a variety of ideas. In the end, Mike and his partners pushed us to pursue the hourglass concept that was the most iconic but also the most challenging one in terms of material choice, execution and physical size and handling constraints. Through many rounds of prototyping and testing we were able to overcome a lot of these constraints and were very happy with the end result keeping the compromises to a minimum.
Joe and Markus are both alumni of IDEO and Incase, have collectively brought over 600 products to market, and hold a combined 60+ patents. Their multidisciplinary practice includes brand strategy, graphic design, packaging design, product design, interior design, and manufacturing liaison services.
Other products designed by the Moreless team: