Designer George Sowden takes away the "violent acts" of coffee-brewing, including "forcing, pressing, steaming or burning the valuable coffee beans." This jug simply combines coffee and hot water in a stainless steel cylinder with nearly microscopic holes, offering a natural coffee taste. The Softbrew is sure going to make a lot of coffee-lovers happy.
Implications - Consumers are looking for more natural ways to complete their everyday tasks. Products that feature an organic element are more appealing than those which simply perform a function. In order to attract more shoppers, companies could focus on this desire for more sustainability.