Everything our company creates must look great, work well, and do good.
When we started Soma, a new company launched this week, we made three promises about all of our products. Everything Soma creates must look great, work well, and do good. It seems like a simple mantra, but anyone who creates physical products knows it's not that easy.
Soma makes beautifully innovative, all-natural water filters and beautiful glass carafes. We originally got the idea for Soma after years of frustration using the common water pitchers on the market. It seemed like every time we used them, we ran into problems—the lid would fall off when we poured water, we found black flakes of charcoal in our water, the pitcher was made of cheap plastic, and we always forgot to change our filters on time. We knew we could do better, so we quit our jobs and launched what has become an unbelievably fulfilling journey.
The biggest challenge—and breakthrough—was creating our 100-percent compostable filter. We knew we needed a filter that produced the best tasting and healthiest water. We also wanted the filter to have a sleek shape, like our glass carafe. And we knew the other filters on the market were composed of up to 60 percent petroleum-based plastic that almost always ended up in landfills. So we went searching for the top water filter expert. After months of searching, we finally connected with boutique water designer, David Beeman.
David Beeman has designed water formulas for global brands like Starbucks, Peet's Coffee and Tea, The Coffee Bean and Keurig. David was excited to take on the project, especially when he heard about our passion for sustainability. There was one challenge in particular that we were all excited about: the possibility of making a compostable water filter.
We went on a hunt for materials that were compostable, healthy, and durable—not an easy task. Fortunately, we discovered three exceptional options. For the carbon granules that do most of the filtration, we identified all-natural Malaysian coconut shells. For the external casing we tracked down a food-based PLA composite that was surprisingly durable, even though it's compostable. And, when it came to the final layer of filtration—which is typically done with a plastic screen, we came across a vegan silk from India. These materials were exactly what we were looking for. David Beeman despite being in the business for 35 years, said "The Soma water filter is completely unique. There is nothing else like it in the world."
Next we engaged in rigorous testing to ensure the filter removed heavy metals, chlorine, and other contaminants. Naturally, David's formula was perfect. So we refined the design and chose a shape that reflected the sleek cone that sits inside the carafe. When we showed it to our family, friends, and thought leaders, they were blown away. We hope you will be, too.
You can watch the Soma video on the Soma Kickstarter page.