S’well is on a mission to decrease pollution caused by plastic water bottles and improve access to safe water, hygiene and sanitation in developing countries. The friendly name was inspired by the idea of a gathering force, and of course, the focus on water. To make it more distinctive we added a twist: An apostrophe shaped like a water droplet created a conjunction that stood in for the organization’s core beliefs: “Sip well. Serve well. Sleep well” Thinkso also designed the website and packaging for the company’s first product, the S’well bottle.