Americans drink more bottled water per capita than any other population in the world—even though we have some of the highest quality tap water available anywhere. We buy 8.6 billion gallons of bottled water a year. To quench this thirst, bottles must be produced and transported, creating pollution and carbon emissions. Yet, the habit is deeply ingrained in the psyche of Americans and therefore a difficult behavior to change.

To develop a program that could counter the imagery of glaciers and springs associated with bottled water, the LUNAR design team needed an equally compelling symbol to entice consumers to switch from bottled to tap water. The symbol selected by the team was a faucet cross handle, the icon of tap water.