Cacteen -Cactus Leather Water Carriers
Role: Copywriting, Concept, Strategy, Brand Development
(Spec Campaign)
The Challenge
Reusable water bottles solved the plastic problem, but created a new one: they're inconvenient. You need a free hand to carry them, they don't fit in bags, and they turn hydration into a chore. Meanwhile, for most of human history, people carried water hands-free using wineskins and leather pouches. We invented a worse solution and called it progress.
The Insight
Sustainability shouldn't require sacrifice. The best solutions sometimes are just old ideas made better. People shouldn't have to choose between convenience and doing the right thing.
The Idea
Bring back what worked: a hands-free water carrier designed for modern life. Cacteen combines ancient functionality (the wineskin) with modern values (zero plastic, cactus leather, accessible design). Worn crossbody like the bag it is. No plastic. No compromise.
The Impact
Spec campaign created to demonstrate brand development, strategic positioning, and campaign thinking for sustainable consumer products.